Now TV has refreshed its identity and erased the ‘TV‘ qualifier to present a new streamlined presence to the world.
Embracing simplicity with a shortened title, the entertainment provider has also embraced a new green font that emphasises the letter ‘O‘ through graphic illumination to serve as a metaphorical content portal.
Why ditch the ‘TV’ initialism?
The truncated identity refocuses the Now brand on a single word. The company says this leverages the power of three and removes unnecessary detail.
The shift in focus coincides with a visual upgrade and a shift in the brand‘s tone of voice, part of a concerted effort to win over new audiences.
How will this affect customers?
A nationwide campaign will announce the changes to existing and potential audiences from 16 March, backed by a range of price promotions designed to convince people that now is the moment to take out a subscription.
‘Welcome to Now‘ will span TV, digital and out of home media in combination with partnerships with Hearst and Global with a blanket invitation for consumers to embrace the contract-free streaming service and broadband provider.
Unifying all of this activity will be Now‘s new verdant logo, fading from right to left in a subtle colour gradient.
What has Now said?
Marina Storti, managing director at Now, remarked: “By moving from Now TV to Now, we marry our world-class quality with brilliant simplicity. This immediacy creates a true destination and community for those who love and live for the best entertainment.“
The Now rebrand is led by the UK and will be adapted and rolled out to Italy and ROI at the same time.
As part of the changes, Jamie Schwartz, formerly of Universal Pictures International, has been named as Now‘s new director of brand responsible for marketing, media planning, PR, social, editorial and in-product merchandising.