Before Christmas the Sky logo will change to feature a more rounded 'S'.
The Financial Times described the move as a "complete rebranding" this morning and quoted a person familiar with the company's plans saying management hopes the new identity will help achieve Sky's aim to "replace the BBC as the country's most loved and respected source of entertainment".
However, a Sky spokesman this morning played down the exercise, saying the logo would feature in a Christmas brand campaign but the campaign would not involve a brand repositioning and the company was not out to measure itself against the BBC.
The spokesman said the news was not related to Sky's appointment of Mother in February this year to work on a long-term brand redevelopment brief, but confirmed that it was still working with Mother.
Two weeks ago group marketing director Andy Brent, who Mother had been reporting to, departed after a year with the company.
Sky awarded its corporate branding account to WCRS in December 2006.
Sky's efforts to change perceptions of its brand have included a high-profile 2004 ad campaign by HHCL/Red Cell intended to paint it more as an entertainment than a technology company.
That campaign introduced the tagline 'What do you want to watch?', which gave way to WCRS's 'Believe in better' creative.
1 article comment