The Box marks new era with brand refresh

The Box, the music broadcaster, will unveil a revamped logo and branding from Monday 28 October, themed to combine a cutting-edge approach with its brand heritage.

The Box's onscreen and online design will be refreshed along with its logo, representing the beginning of a new era for the 21-year-old channel.

Box TV and motion design specialists We Are Seventeen have also created four idents to convey the idea that The Box is a destination to escape to.

The rebrand of the channel, found at Sky 359, Freesat 519 and Virgin 335 as well as online, launches with a new chart show, the 'Official UK Upfront Chart' featuring pre-release videos ranked by radio and TV airplay data.

Melissa Pine, the marketing director of Box TV, said: "As the most mature and forward-thinking of our network of brands, the rebrand continues to connect with our ever-demanding 16- to 24 audience who may not have grown up with The Box, without alienating core fans."

The Box logo has been reworked and simplified, but retains its black and white colouring.

David Young, the programming director at Box TV, said: "It was important that the rebrand didn't deviate from the channel's true offer and values. It has been recognised as the force behind the huge success of the Spice Girl's debut single 'Wannabe' and we are still very much that influence, playing future hits first."

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