TV 2 ON-AIR DESIGN by TV 2 DENMARK for TV 2 DENMARK

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TV 2 ON-AIR DESIGN

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Industry Business equipment & services, Advertising & Communication, Corporate Image
Media Design & Branding
Market Denmark
Agency TV 2 DENMARK
Released September 2009

Credits & Description

Category: Broadcast Design & Graphics
Advertiser: TV 2 DENMARK
Product/Service: TV 2 ON-AIR DESIGN
Agency: TV 2 DESIGN
Date of First Appearance: Sep 18 2009 12:00AM
Entrant Company: TV 2 DENMARK, Odense C, DENMARK
Head of Design: Jakob Glad (Tv 2 Design)
Senior Designer: Claus Kristensen (Tv 2 Design)
Motion Graphics Designer: Kristjan Olesen (Tv 2 Marketing)
Motion Graphics Designer: Morten Kvist (Freelance)
Motion Graphics Designer: Anders Christiansen (Freelance)
Media placement: Broadcast Design - Danish broadcaster TV 2 - 18th Of September 2009

Describe the challenges and key objectives
During daytime the graphics should be light, dynamic and pleasing. In the evening at 10 pm, it should be able to change in nature, so that it has its own laid-back atmosphere. The shortfilms, which surrounds the commercial breaks, should create recognition , showing the small and large communities in Denmark.

Describe the brief from the client
TV 2 is Denmark’s largest community and the viewers have to be able to identify themselves with the mode of expression on TV 2. The design should function as the glue that holds together the programmes, trailers and commercials. It has to feel like a natural, pleasant flow. Target audience : Ages 21-50

Describe how you arrived at the final design
In the design process we made 3 directions/identities based on the brief and TV 2´s branding values*. Then we narrowed the 3 directions down to 1. This direction unfolded as we worked on fitting the design on to TV 2´s range of programmes, taking into account the technically boundaries of TV 2´s broadcasting system.

Give some indication of how successful the outcome was in the market
Director of Programmes, Palle Strøm says: "As the first TV station in Denmark, TV 2 now starts focusing on late night programming with a particular evening atmosphere in design and presentation. I believe that the way people watch television changes during the evening and our design has to reflect that. TV 2 is an omnibus channel. As opposed the niche channels, TV 2 encompasses all genres, optimises the flow between programmes and does everything possible to be the channel that people start their viewing on".