Canal+ Rebranding

CANAL+ Spain, the pay television satellite network, is a brand that has evolved into a worldwide reference for quality, originality, and ambition in terms of content. Its commitment to technology has made it possible to bring this product to any time and place, “where and whenever you want”, thereby creating an intense and personalized experience.

Premio BID’14 Bienal Iberoamericana de Diseño.
Pencil D&AD Awards. Branding Schemes / Large Organizations.

Scope of the project

The branding project developed by Erretres. The Strategic Design Company, faced the challenge of renewing the brand’s connection with its audience through a completely new identity. Its objective is to transmit the differential experience enjoyed by CANAL+ users, through their own points of view.

Strategy

This project is rooted in the need to take this platform’s five million users and place them at its core, making them its protagonists.

The project includes the development of the corporate strategy, brand architecture, communication tone, and visual identity, as well as the implementation of the above throughout different services and products. This implies a profound change in the company’s corporate culture, made possible through a disruptive project that was internally given the code name “the erretres project”.

Erretres worked for nearly a year on this, developing a 360º branding project that includes: core elements, broadcast identity, website, and online presence, above and below the line advertising, internal and external communication, social networks, corporate graphics, media and events, retail spaces, vehicles, packaging, merchandising, etc.

On-Air identity

The on-air identity of the TV platform was developed by the company Plenty based in Erretres’ brand guidelines. Below are many examples of applications developed by Plenty and the design department of Canal+.

Advertising

The advertising guidelines and tone of communication put the focus on the users and the experience they are living with Canal+ instead of the contents.

This project is rooted in the need to take this platform’s five million users and place them at its core, making them its protagonists.

Website and multimedia

Erretres developed the guidelines for the new website, newsletters, social media and TV menus and guides.

Corporate and exterior elements

The corporate elements included letterhead, internal communications, merchandising, vehicles and environmental applications such as retail and corporate headquarters.

Publications

Press books, trade brochures and other pieces put the focus in the user presenting the product in a renovated way.

Retail packaging

In the packaging, we used one of the typographic resources used in the identity, speech balloons, to emphasize the most important contents.

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