Tuesday, June 19, 2012

New logo: Vier


VT4 is the second most watched commercial channel in Flanders, the Dutch-speaking part of Belgium. In September, VT4 will be renamed VIER (Dutch for "Four"), while its sister channel VijfTV would analogously be called VIJF ("Five"). The new names were announced last week, on June 14.

The channel has also unveiled a new logo, created by the London agency Why Not Associates, where a team is currently working to make the new look ready for the September launch.

Vier wants to position itself as a a channel that is "at the same time very new and very familiar" and "exclusive to everyone". "Familiarity of the old" is apparently a "springboard" to launch the new brand, and the new minimalist logo has a stylish retro sensibility with its 60s TV screen shape. Marketing materials from Vier has the logo imposed on faded images from the 60s, 70s and 80s, although its not clear if they resemble what will ultimately end up on screen.

Current logo.

The new look is a 180 degree turn from the previous identity, that used the bright spherical logo you see above.

Filled version of the new logo.

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SBS Belgium (archive)
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