ALHURRA TV NETWORK & TODAY SHOW by C&G PARTNERS for MIDDLE EAST BROADCASTING NETWORKS

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ALHURRA TV NETWORK & TODAY SHOW

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market United States
Agency C&G PARTNERS
Designer Lance Wilson, Scott Ballum, Justine Gaxotte
Released February 2009

Credits & Description

Category: Broadcast Design & Graphics
Advertiser: MIDDLE EAST BROADCASTING NETWORKS
Product/Service: TV NETWORK
Agency: C&G PARTNERS
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: C&G PARTNERS, New York, USA
Partner, Art Director: Steff Geissbuhler (C&G Partners)
Designer: Lance Wilson (C&G Partners)
Designer: Scott Ballum (C&G Partners)
Designer: Justine Gaxotte (C&G Partners)
Animator: Maurice Caicedo (The String Theory)
Animator: John Von Dracek (The String Theory)
Media placement: Television Graphics/Logo - Television - March 1, 2009

Describe the challenges and key objectives
The challenge was to find an internationally recognisable and culturally-sensitive symbol that would appeal to the Arabic public and Middle-eastern mentality.

Describe the brief from the client

Alhurra (Arabic for “The Free One”) is an American commercial-free, Arabic-language satellite TV network. It broadcasts from within and throughout the Middle East, primarily news and information. We designed the brand identity, on-air television graphics and animations for both Alhurra TV and their flagship show, "Al Youm" (”Today”). The goals for the evolved identity were to give the network a strong brand image, signal a programming shift toward a more news-oriented content and appeal to a younger demographic.

Describe how you arrived at the final design
The resulting logo, consisting of three flowing coloured ribbons that coalesce to form a bird in flight, speaks to the network’s goal to broaden its viewers’ perspectives, enabling them to make more informed decisions. The ribbons evoke banners, flags and celebration, while the bird symbolizes flight, freedom and aspiration, all attributes consistent with a network dedicated to accurate, balanced and comprehensive news.

Give some indication of how successful the outcome was in the market
According to international research firms such as ACNielsen, Alhurra has accomplished a weekly reach of 27.7 million viewers. The new identity of the network and its primary show has been successful in broadcasting verifiable news and alerting the Arab World of such important events as the humanitarian crisis in Darfur. Alhurra is operated by the non-profit corporation “The Middle East Broadcasting Networks, Inc.” (MBN). MBN is financed through a grant from the Broadcasting Board of Governors (BBG), an independent federal agency funded by the U.S. Congress. The BBG oversees MBN and acts as a firewall to protect the professional independence and integrity of the broadcasters.