BT Vision overhauls brand identity
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BT has overhauled the brand identity for its pay-TV service BT Vision as it looks to boost subscribers.
A new logo and colour scheme has been created to wrap around its variety of entertainment, sport, film, music and children’s channels, which aims to make the service express more “personality”.
Michael Barry, director of TV, programming and creative at BT Vision, says: “This is a big step forward in establishing a true identity for our television service. It allows us to build on existing BT brand awareness, with more than a nod to the world of entertainment. We consider our platform and player in the same way as a channel, where we create moods, seasons and themes that reflect a huge range of ever changing content.”
The new design centres around a triangle on the logo, which represents the ’v’ for Vision and also symbolises a play button.
BT Vision was launched in 2006 and set a target of acquiring between 2 million and 3 million customers by 2010. BT says the service currently has 600,000 subscribers.
Sky, the biggest player in the pay-TV market, had more than 10 million customers in June 2011. BT Vision’s closest rival Virgin Media had 3.8 million TV customers in the second quarter of 2011.
BT hoped it would significantly increase the number of Vision subscribers last year when it secured a deal with BSkyB to offer Sky Sports 1 and Sky Sports 2 on the platform. BT promoted the deal with a £30m aggressive marketing push.
The new BT Vision design was created by ManvsMachine and Proud Creative.
Separately, Sky’s inhouse creative division Sky Creative has produced a new logo and idents for Sky 3D, to capture the channel’s “depth and diversity” of content by blending together all the colour’s of the company’s flagship channels. Brand specialists V3 worked with Sky Creative on the logo development.
Readers' comments (3)
Liz Johns | Fri, 30 Sep 2011 1:26 pm
Until BT actually provide clarity about what BT Vision actually IS, they won't ever reach their targets! Is it "all" TV on demand; just a selection chosen by them; just a selection chosen by the viewer? Is it scheduled TV, or streamed? What?
How is it any better than Sky+ or Virgin in terms of watching what you want when you want? they are known quantities, whereas BT Vision is just the oddbod in the corner.
Nobody I have asked seems to know for sure, but vitally, nobody cares enough to find out either!
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120feet | Fri, 30 Sep 2011 4:19 pm
I've been a BT Vision customer since launch. For a free product it's is good. But rather than spend money on new branding (which looks very cheap and nasty) they need to focus on making the product better so people will recommend it.
1) Why is there no freeview / freesat HD capability?
2) The hard drive is too small.
3) The recoding functionality options are crude. Why can't I series-link the Grand Prix series? Why does it record Question Time twice every week?
4) The fan can be noisy which is annoying.
5) Why isn't there an app so I can set my recordings via mobile?
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Anonymous | Wed, 12 Oct 2011 10:07 am
Would be more interesting to know how many Sky Sports subscribers BT Vision actually has. £30 million advertising campaign plus the cost of bringing the channels to air must be a pretty high subscriber acquisition cost.
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