Through ‘The Expedition’ Interbrand has created an identity system that hero’s all the emotions of TV, while helping customers to navigate through a remarkable world of content – all supported by a more helpful, more inviting, and more Kiwi tone of voice. The system itself extracts the two triangles found in SKY’s old logotype to create a refreshingly simple and iconic navigational device. Pause a moment, hero a character, expand a story – the brand is all about the journey through content, emotion and unlimited experiences.
In a period of immense technological and social innovation, SKY is now more in tune with its audience. While the affection, previously only felt towards the content itself, is now being experienced across the entire brand.