Now TV rebrands to Now, dropping ‘TV’ qualifier

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.

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