Established in 2011, Channel A is a South Korean private cable television network and content provider that has acquired a range of lucrative intellectual properties. Channel A stands as a symbol of justice, quality, and trust. As the media landscape evolves and streaming services pose increasing competition, Channel A recognized that its previous tagline, “A Canvas that Holds Your Dreams,” and its brand identity were no longer effectively resonating with its audience and staff. To address this, the company recently collaborated with Plus X, a Seoul-based firm, to develop a rebranding strategy that presents a new vision for the brand, reflecting contemporary perspectives on technology advancement and media consumption.
The old logo reinforced the previous brand tagline, which cleverly depicted a canvas on an easel with the word “Channel” as the crossbar, forming an “A.” While this design effectively communicated a top-tier brand narrative and was conceptually sound, it became outdated as the company sought to move away from its previous motto.
The new logo aims to inject energy into the brand by combining a gradient abstract “A” logomark that suggests an endless stream of content with a title-case grotesque sans serif logotype featuring quirky humanist elements—a modified GT America by Grilli Type, which also serves as the primary brand typeface. The design seeks to create a playful, vibrant, and personable logo that captures the essence of the fast-paced, contemporary media landscape.
The abstract “A” symbol, designed to resemble an Eulerian path, embodies the company’s principles of offering limitless creativity and unmatched fun through an infinite supply of content. Departing from the old vertical format that relied on the X and Y axes, the new logo uses the Z-axis to stretch upward and to the right. This shift embodies the company’s progressive outlook, seeing the world in three dimensions and aspiring to reach a broader range of perspectives.
Channel A Blue is the primary design element, creating a dynamic brand image. The secondary colors are drawn from the content and complement the primary color across different brand touchpoints. This approach emphasizes the diversity of intellectual properties based on the emotions evoked by the content. The color system’s range of hues blends into vivid gradient patterns, embodying the brand values of unending creativity and unmatched fun through abundant content.
The new logo and brand design aim to align the company with contemporary media industry trends and expectations. While the previous logo was conceptually smart and bold, it might have been too static for a company aiming to compete with dynamic streaming providers. With its colorful and dynamic style, the new logo aims to appeal to a younger, broader audience accustomed to digital media’s fluid and fast-paced nature.
The rebranding includes a comprehensive redesign of the visual identity. The primary visual cue for the rest of the identity is the blue stroke of the logomark, which zips around in three dimensions. This element creates a unified and captivating visual experience across various brand touchpoints.
By modifying the GT America font, the typography balances expressiveness and functionality. The bold sans serif font reflects modernity and confidence, aligning with the brand’s progressive philosophy. The visual identity is further strengthened by using vivid gradients and dynamic patterns, which evoke movement and energy, representing the limitless opportunities for content creation and consumption.
This rebranding initiative marks a strategic shift in how the business positions itself in the competitive media market. Beyond just a visual makeover, this rebranding seeks to deepen the connection with viewers and stakeholders by adopting contemporary design concepts and emphasizing a dynamic, content-driven brand. This move ensures the company remains relevant and influential in the evolving market.
