Star in second phase of ID revamp

<p>HONG KONG: Star has kicked off the second phase of its rebranding drive, </p><p>revamping the visual identities of eight of its 29 channels. </p><p><BR><BR> </p><p>Bill Browning, Star's vice-president for network creative services, said </p><p>the redesign proved to be a delicate task as the channels wanted to </p><p>maintain and build their separate identities without diluting the new </p><p>corporate brand. </p><p><BR><BR> </p><p>"India and Taiwan are multi-channel environments so we're using the </p><p>channel identity rebranding exercise to help the audience recognise us </p><p>immediately," he said. </p><p><BR><BR> </p><p>According to Browning, the redesigned format provides the channels with </p><p>enough flexibility to maintain their separate identities without taking </p><p>away from the new corporate brand. </p><p><BR><BR> </p><p>For instance, in a 15-second on-air promotion, the first five seconds </p><p>are devoted to the corporate brand, while the remainder of the spot is </p><p>left to the channel. "It's up to the channels to build up their </p><p>personalities in the remaining 10 seconds," said Browning. </p><p><BR><BR> </p><p>The rebranding covers channels such as Star Sports, Star Movies, Star </p><p>Mandarin, Star India and the Middle East, "all of which have very </p><p>separate identities". </p><p><BR><BR> </p><p>"This is not simply an on-air rebranding; it's more an on-screen </p><p>rebranding, as the new identities have to work on more than just </p><p>television screens but on computer and interactive screens as well," he </p><p>said, pointing to the group's new ventures beyond television. </p><p><BR><BR> </p><p>The News Corporation-owned subsidiary unveiled a new corporate identity </p><p>in February when it cropped its name to Star. </p><p><BR><BR> </p>