TV and film design production specialist Birthmark was recently briefed to create an inspired new look and feel for Channel O Africa’s on-air imaging that had to reflect its position as one of the most credible channels in the African music industry and a playground for the continent’s best music talent. In addition the rebranding had to incorporate a distinct global edge.
Says Birthmark executive producer Andre Van Niekerk: “Channel O Africa’s viewers are proud to be African but consider themselves positioned in a global space; they are the game-changers and future African leaders. The brief needed to be addressed with an element of sensitivity to this thought-space. Our interpretation and solution was a style that was bold, slick, loud, aspirational and urban but still managed to be fresh and uniquely Channel O Africa.’
In response to the brief, Birthmark created a visual language consisting of slick motion graphics combined with an inherently African interpretation. A constantly evolving collage of content was employed, depicting relevant African cultural motifs, ranging from the traditional to the modern, all rich in African textures, graphics and patterns. This visual language provided the golden thread for the channel’s line-ups and end boards.
Channel O Africa is positioned as the thought-leader and authority on all that is uniquely current, cool and relevant in the African music space. According to Van Niekerk Birthmark underpinned this with an identity that represents black urban youth, employing a logo which acts as blank canvas and can be used for constantly changing and evolving artistic expression.
