Star in second phase of ID revamp

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

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