Sky's Branding

Reminds me of the old LivingTV logo.

Yes, the logos don't match now.


It does remind me of a previous rebrand, where they modified these idents with the new logo, which I never really liked:

https://www.youtube.com/watch?v=8Qn7uhkg7mw

I think these idents were only a few months old at the time, and following the rebrand, a lot of them were no longer used as they obviously weren't compatible with the new logo.

Really just goes to show how little effort Sky put into their branding these days. I noticed in early adverts for the relaunched Sky Arts channel it used the existing logo with correct font matching the animation in the idents. Looks like the new logo was a late decision with no regard how it would work onscreen. The new logo has different gradients and alignments which don't match any other Sky channel which seems an odd move. Also worth noting the new Sky News logo has not be added to the website, despite it being used on screen for weeks.

Only slightly related (I couldn't find an active thread), but FOX - one of Sky's 'sister channels' - appears to have improved their idents/promos and also reduced the size of the pesky DOG, moving it as far into the top left 16:9 safe zone as possible.

I don't know when this happened, as I only tend to record Family Guy and don't pay much attention normally as I'm falling asleep in bed at the time. Perhaps it happened today with the other Sky changes.

Does this bring it into line with the international idents?

Its been like that for a while now, at least a few months, since the relaunch.

Oh . . .

I missed that relaunch.

On the 9th of February 2015 all 126 Fox International Channels were rebranded. All channels are using the ident above, albeit many countries using shorter versions as they don't have announcers. The soundtrack is that video was specially composed for the UK & Ireland channel and has only been in use for about a month. Previously all the Fox international channels shared more upbeat soundtrack. Not sure if any other countries have gained unique soundtracks. I am currently in Portugal and they are still using the original soundtrack from February. Presentation coverage of is available on The Ident Gallery, Presentation Archive and TV Live.

I do not lament the demise of the slanted A. It was a hideous hangover from the days of this logo
http://1.bp.blogspot.com/_sWH6ehQp1iA/SPYqqqhuVPI/AAAAAAAAADs/-nb-te8J2tU/s400/SkyArts+1+Channel+Logo+Primary+on+Black.jpg
when it made some sort of sense as a design against the slant of the y.

It then transmogrified into
http://img3.wikia.nocookie.net/__cb20111101222706/logopedia/images/thumb/9/93/Sky_arts_2010.png/300px-Sky_arts_2010.png

and was finally boxed, by which time the significance and design-specific-nature of the slanting A were redundant.
http://img3.wikia.nocookie.net/__cb20110204183637/logopedia/images/thumb/e/e3/Sky_Arts_New.svg/300px-Sky_Arts_New.svg.png

Good riddance.

I actually liked the A. But then again, I'm just talking about the design, and I'm not British with experience like that...

The slanted 'A' wasn't too bad when you saw the whole collection of channel logos.

It certainly wasn't out of place when compared to the 'V' and 'M' in these logos.

http://i58.tinypic.com/2ytxm46.jpg

Wasn't the V a hangover from the UKTV / FlexTech iteration of Living though? I'm sure that G isn't standard SkyText either....

It's not. It looks like an attempt to merge the old and new logo typefaces. I imagine in the future they will give them new looks like Arts has received where the name is just in plain SkyText, no alterations.