The words Emperors New Clothes spring to mind....
I couldn't have put it better myself.
I'm underwhelmed and cannot help but think that this really is a missed opportunity to be different. Having invested in new studios, a new automated newsroom and so on, I'm surprised that the presentation wasn't overhauled. One of the first things that really caught my interest - from a presentation point of view - was when the BBC introduce the glass coat of arms in the early 90s and unified the brand. When ITN moved to Grays Inn Road and News at Ten was overhauled not long afterwards, I was enthralled. This was much more different to the way that things had been done until then. Equally, the entire Sky branding from 1993-1995, the tombstones (1995-1997) and then from 2001-2005 were superb; there was consistency and when cosmetic changes were made to sets, studios, newsrooms, etc., the branding and presentation changed too.
Since then...it’s been a mishmash of branding, graphics and presentation. There has been no real consistency. I think it's fair to say that most of us are interested in the visual aspects of presentation because of something we've seen on air, something that's caught our attention. Today's 'relaunch' (for want of a better phrase) will not capture the attention of tomorrow's presentation fans. Other than a new studio, a slight change to the lower thirds and the logo... What is there? I'm asking myself where the new logo is, where the new graphic elements are, where the new music is, where the different colour palette is. I know that you shouldn’t change something for change's sake, but every so often, a change can do you good.
Of course, a lot of it is restrained by the branding of Sky as a whole. I'm not convinced by the logos and presentation on any of the Sky channels; they lack the flair and ingenuity of previous Sky logos/branding
Last edited by Schwing on 16 January 2018 11:47pm
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