Sky has unveiled a new look and feel to its three entertainment channels “to reflect the distinct personalities” of what from August 31 will become Sky 1, Sky 2 and Sky 3. The new branding created by Sky Creative and The Moving Picture Company is described as the largest brand refresh since launch. A major marketing push will also take place later in the summer.
Each channel will have its own set of elements – ‘solids’ for Sky 1, ‘liquids’ for Sky 2, and ‘particles’ for Sky 3 –incorporating Sky’s exclusive content such as US imports Lost and Bones.
Sky 1 evolved out of the old Sky Channel and has been through a number of rebrands over the 19 years of its existence. Sky 2 and more recently Sky 3 have also broadcast under a number of guises. Most recently Sky has developed its own programming strands, adding to its exclusive US content, with shows such as Are You Smarter Than a 10 Year Old?, Ross Kemp on Gangs and the revival of Gladiators. The theme continues into autumn with a new dating show for former Blind Date host Cilla Black, Loveland and Guinness World Records Smashed as celebrities members of the public tackle world record challenges.
The three channels are available on Sky Digital and Tiscali TV with Sky 3 providing a handy barker channel on Freeview. The channels remain absent from the Virgin cablenet after almost 18 months; both sides continue to insist that talks are ongoing.