The Swedish national television broadcaster Sveriges Television (SVT) announced yesterday that it is going to introduce new look across its main channels on March 5. This is part of a review of SVT's continuity links, and the aim is to provide better guidance to viewers while making the channel profiles clearer.
The new identities were created by Trollbäck + Company, a New York agency founded by Swedish-born designer Jakob Trollbäck. In addition to its acclaimed work for American cable channels, Trollbäck + Company has previously rebranded the Swedish commercial channel TV3. Compared to SVT's previous graphics, the new look is simpler and more restrained, while also allowing a somewhat greater range of colours.
"SVT1 is a complete, entertaining and broad Swedish channel. That is illustrated by expressive graphics with many different clear colours in green, pink-red and purple-blue, sometimes in 3D. SVT2 offers interesting and engaging TV, often with an international outlook. Here, the graphics use blue and orange tones." - SVT press release (translated from Swedish)To viewers, the most notable change will be that SVT will no longer use so called "in-vision continuity announcers" (hallåa in Swedish), which are essentially announcers appearing on-screen between programmes, informing you about what you are about to watch or what to watch later on. They have been a fixture of Swedish television since it started in the 1950s. The announcers will still be present as voice-overs, but will no longer be seen on-screen.
SVT also operates three other channels, SVT24, SVTB and Kunskapskanalen. While the children's channel SVTB will keep its current look for a while longer, SVT24 and Kunskapskanalen are also getting new graphics on March 5.
Note: See the bottom of this post for a clarification concerning the video above.
The outgoing identities for SVT1 and SVT2 were launched on August 25, 2008 as part of a major schedule shake-up. Back then, the broadcaster turned to different Swedish agencies to help with the new look. New logos for all channels were created by Liberty Stockholm. The on-screen identity for SVT1 was created by broadcast design agency Dallas Sthlm, who created idents with a large number of props that had been staged to form the channel logo at a certain angle. Motion studio Broken Doll branded SVT2 and created a graphics packages based around a golden particle strip.
|Outgoing SVT1 ident.|
|Outgoing SVT2 ident.|
|A continuity announcer.|
The following images were provided by SVT and show more examples of the new graphics.
The channel logos have been given new colours to reflect the new branding. The new logos can be seen on the right, the old ones on the left:
The company's educational channel, Kunskapskanalen, is getting a completely new logo in the form of a versatile stylized K shape. A few examples of the new channel graphics can be found below.
SVT press release (archive)
Update March 9: I've later been informed that the idents SVT1 actually used from launch differed a bit from the ones in the video above that was sent of by SVT before the launch. An example of an ident SVT1 ended up using can be seen below.