Branding

Sky Original

British. Original. Bold.

From BAFTA winning Patrick Melrose to critically acclaimed Extremely Wicked,

the signature productions of Sky, highly loved and talked about by their customers.

As their investments in original content continues and their library grows globally.

They have decided to launch a dedicated channel ’Sky Originals’ available to all

Sky customers.

The mission & Deliverables

An impactful brand identity that will stand the test of time, including:

Logo
Channel idents
Colour Palette
Typography
OSP
Print creative vehicles to promote the channel

Increase Brand Affinity of the Sky Originals
Increase Sky’s reputation as a creative company
Increase perceptions of Sky as a creator of quality original drama

Original shows:

Dramas

Patric Melrose, Chernobyl, Bulletproof, Riviera, Discovery of Witches

Entertainment

A league of their own, In the long run, Heist

Arts

Portrait Artists of the Year, Landscape Artist of the Year, Master of Photography

Brainstorming

British.

Architecture
Iconic Buildings

Landmarks

Colours

Bold.

Shapes
Size of buildings

Unique

Visible

Famous

Skyscrapers

Original.

Different stories

Characters

Buildings

Inspiring

Symbolic

Visual concept

Use of simple, geometric shapes and symbolism. Often, a single dominant image stands alone to deliver a powerful message. These shapes inspired by Saul Bass to create a casual appearance always packed with a sophisticated message. Simply symbolizses the complex building structures.

Orange is a highly visible and attention taking colour. It represents enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement and stimulation.

Sky haven't use this colour yet
it's not a colour we see very often on television
Bright /warm colour which attracts attention
Usually used in entertainment

Blue is the colour of the sky and sea. It is often associated with depth and stability.

Blue is strongly associated with tranquility and calmness. As opposed to emotionally warm colours like red, orange, and yellow; blue is linked to consciousness and intellect. But still using opposed colours can create differenteffects on audiences.

A colour that the audience is familiar to see from sky channel
Represents the meaning of channel name
Could be a good background colour
Bold, one of the colours contrasting with orange
One of the colours associated with UK
Calming Refreshing Serious Peaceful

Concept

First Screen Presentation
(OSP )PATRICK MELROSE

Design direction

The shard is rises from the ground to the sky and disappears in the clouds. This building chosen for this specific series, because it is one of the most popular programs of Sky Originals. It also aimed to symbolise the problems and experiences of the main character with such a sharp-shaped building. Video matches with the problems of main character too. Only given videos used in editing science it is not our profession. However, adjustments have been made with the lyrics and rhythm of music. The building visualised in a simple way that everyone could understand and recognise. You can see the idea for the motion graphics.

Second Screen Presentation BULLETPROOF

30 St Mary Axe is another iconic building with its bullet shape and it was totally matching with the show name. Although the coincidence made perfect sense and it became the main idea behind the design, it was not the only reason for using this visual. The program filmed in London streets as a "detective- criminal series". It was a must to use a London landmark because it is more likely to see the streets of London. The design illustrated simply by using simple shapes but in a way that everyone can understand what building it is. The parallel three lines behind the bullet were inspired by the dark windows of the building and later on they used as smoke coming out of the bullet. In ident, the shape of the bullet made transparent with the masking tool and the video played behind the bullet mask.

Third Screen Presentation

CHERNOBLY

Riverside Museum. The zigzag shape of this building was a good inspiring visual element for the project . For example the zigzag line in hospital machines to show the heartbeat. Pointy shapes always give the impression of danger or warning. This series is about one of the worst nuclear disaster that actually happened. The idea was representing this disaster with heartbeats line. Since it has seriously endangered the health of all living beings in the past.The effect of a broken building tried to be given by randomly distributing

the shapes.

4 & 5

First and second Idents

Titanic Belfast in Northern Ireland and the SEC Armadillo is an auditorium located near the River Clyde, in Glasgow, Scotland.There was no specific reason behind the landmark selection in the creation of the idents. General concept continued. Using different parts of the United Kingdom was important. The idea developed by using a multidimensional (directional ) building as 2D. In this way many different angled shapes obtained to be used in motion graphics. Some parts from different shows used in the ident video and they divided into three main categories: Drama, Entertainment, Art

Ideation

Increase Brand Affinity of the Sky brand:

The use of new logo is quite bold but not so different than others, same typeface used everywhere. The design style has been kept simple so that it can be easily adapted to everything. Only we are looking at the richness of the country in a different way.

Increase Sky's reputation as a creative company:

With the new concept, it is possible to focus on every region in the country and draw attention of the people who live in those regions by using their unique landmarks they see every day. The idea and the design concept gives a lot of freedom to be playful with the motion graphics.

Increase perceptions of sky as a creator of quality original drama:

The design concept creates this perception.

In addition, the chosen structures match the theme of the programs.

Logo

Sky's original typeface GT Walsheim Pro Trial. In the first experiment, the purpose was creating a city or building image with the geometric shapes by using positive and negative spaces carefully. Only outline creates the text and text itself is transparent. So, you can still see the what is playing in the screen. Legibility and positioning were crucial. Colours have been selected randomly for user tests.

As you can see in the second experiment, different variations have been tried with overlapping shapes. Placing the name of channel into boxes made the logo look longer and more complex than how it was. Sky uses the same frame for all logos ; same typeface similar colours. That is why in final design, it can be seen that the line that separates the name and content of the channel removed and instead the letter "O" in 'Originals seperated the words. All the letters used in different sizes looks like they are moving buildings in idents. Typeface I used for "Originals" is Calibre Test.