Freeview unveils refreshed brand identity

Freeview is set to introduce its updated brand identity over the next few weeks, showcasing a renewed emphasis on the live broadcast of television and radio content.

This is the natural next step for the network following the end of its on-demand service last year, and successful rollout of its Freeview Streaming TV app in December 2022. 

With its brand refresh, Freeview aims to tap into the timeless appeal of live television and radio, which has long served as a unifying force, bringing people together for important events or providing a familiar backdrop to daily routines. The updated brand identity will evoke a sense of home, comfort, and human connection, capturing the immediacy and excitement of the live experience.

“Free-to-air, delivered live, has always been at the heart of Freeview. With live TV all about the now and the present, it’s only fitting that we introduce a refreshed brand to reflect this,” says Freeview GM Leon Mead. 

Designed by local brand agency Badger, the revised wordmark reflects the excitement and energy of live TV. It also provides a customised icon for easy recognition and infinite execution possibilities. Staying true to Freeview’s roots, the design opts for the same primary colour palette and familiar elements, such as the tilted ‘e’ in the legacy identity. 

“The modernised logo is bold, crisp, and contemporary. There are certain elements that reference its history but the new identity is clearly fit for the future,” says Michael Easton, Strategy Director at Badger Communications. 

“It sees diverse forms unified – we brought together a range of elements and dynamics that work in harmony to provide a holistic compositional balance – much like the diverse range of channels brought together on Freeview. The unique design of the first letter allows shorthand application and recognition in smaller spaces and opens up further creative opportunities as a graphic device.” 

This refresh aligns Freeview’s visual identity with its revitalised brand strategy and its roll-out will be gradual as Freeview concentrates its efforts on its imperative: bringing together TV and radio channels with a broad range of local and international shows that continue to enrich and reflect the Kiwi audience.

“Freeview is proud to be the home of live TV in New Zealand,” says Mead.

“Free access to quality information and entertainment is what Freeview is about; our story is a part of the New Zealand story, and we want all 5.1 million of us to share in this.”

CREDITS

Freeview

General Manager: Leon Mead

Marketing Manager: Bel Wang

Supported by Freeview Product Manager Bruno Noble and CX Lead Jake Harvey.

Badger

Business Director: Sam Irvine

Strategy Director: Michael Easton

Client Director: Janine Parkinson

Graphic Design Lead: Bridget Gaskell

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