The TV4 Group
Brand identity guidelines
On-air identity campaign
The TV4 Group is Sweden's largest commercial television company and has delivered engaging news, entertainment, live sports and drama for over 25 years.
The TV4 Group chose Ohlsonsmith as partners in 2006 and our first branding assignment was to help communicate a milestone for the company – their transition from broadcasting a single TV channel to becoming a multi-channel platform with many speciality channels, products and services.
We developed the visual strategy and logotype structure with a white number 4 as guarantor for the speciality channels – and made it evident at all touchpoints that the TV4 Group is a family of channels. Each speciality channel was given its own colour, typography and overall design that interpreted its theme and content. In addition to the target groups – television viewers and content suppliers – the visual identity also helped make the transition comprehensible internally, as the staff were now being asked to embrace many new channels and services as part of the TV4 family.
One of our main goals was to create clear and distinctive logotypes and visual identities that make a strong impact and always communicate the same feeling – whether appearing in motion graphics, in spatial displays at events or scaled down in smart phones.
Our work led to a very long and close cooperation with the TV4 Group. Ohlsonsmith have been involved in the launch of many new channels and services over the years, which have contributed significantly to the resounding success of the TV4 Group.