Kyivstar TV has launched a large-scale identity upgrade, transforming its logo and expanding the brand color palette.
On December 11, Kyivstar TV, a film and television platform founded by Kyivstar and 1+1 media, will celebrate its 5th anniversary. To mark the occasion, the OTT platform has updated its identity for the first time, which was developed by the creative agency I AM IDEA.
Kyivstar TV viewers were the first to notice the changes – the app icon was replaced by a new unique platform sign – the letter “K”. This sign combines two symbols: the “play” and “heart” icons – a visual metaphor that accurately reflects the idea of the service – the ability to watch the content you love. Along with the logo, the Kyivstar TV inscription was also improved.
The key prerequisite for the identity update was that the logo star, which was part of the old Kyivstar TV logo, formed an unconscious association of the audience with the parent brand. Such a visual solution was necessary for the product launch, but later the logo became more associated with Kyivstar’s telecom services than with the film and television platform. Changing the brand identity is an important step in communication that contributes to the formation of a clear product identity.
“The new logo now contains a unique sign that helps to better distinguish Kyivstar TV brand from others and emphasizes its independence. Moreover, it directly reflects what we have been working on for the past 5 years – to turn on the viewer’s love for cinema, especially Ukrainian cinema. Moreover, the new identity makes it easier to work in various collaborations with other brands, which have been numerous over the past year,” said Viktoria Maksymchuk, Kyivstar TV’s Marketing Director.
Another task of the identity update was to emphasize the content diversity of the platform with the help of color. Although the change in the design system was radical, the connection with the parent brand was preserved: 7 more colors were added to the main three colors – green, white and blue.
“From now on, the brand’s palette includes colors other than related ones. It is interesting that the color of the visual depends on the poster or frame from the content. This adds variability, adaptability and flexibility to the design system, which further emphasizes Kyivstar TV as a platform with content for every taste of the most demanding viewer,” said Yuriy Chornenkyi, Head of Marketing Communications at Kyivstar.
Head of Design Dasha Shabliyenko, designer Valeria Ignatyuk, motion designer Denis Kononenko, art directors Olena Dovgopol and Vitaliy Klymenko worked on the renewal of the identity of the film and television platform within the creative agency I AM IDEA.
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Kyivstar TV is a joint project of 1+1 media and Kyivstar, founded on December 11, 2019. It is a film and television platform that provides users with access to hundreds of thousands of hours of Ukrainian and world content, live programs, and regularly offers exclusive projects for viewing. The platform has more than 430 TV channels and a VOD library of 20,000 movies, series, cartoons and shows. Kyivstar TV is available for all mobile operators in Ukraine and all Internet providers. Find out more about the new releases on the platform in the Kino for TVtelegram channel.
