BSkyB has hired Wolff Olins, the design agency responsible for
helping create the ONdigital and Channel 5 brands, to carry out a full
review of its Sky TV brand.
The move may lead to the creation of a new company logo, despite the
fact that it was redesigned only last year.
A BSkyB spokesman said the appointment had been made to help Sky
establish where it could improve its brand identity.
Recent research among the Consumers’ Association’s members revealed Sky
was one of the least-trusted blue-chip firms.
Sky has also suffered from a downmarket image because of the prevalence
of its satellite dishes in council house areas.
However, the spokesman denied there was an image problem. He said Sky
had built itself into a highly successful brand, but that the
appointment of Wolff Olins would ’help improve things’.
The rebranding will seek to establish a clearer distinction between Sky
as a distribution platform and the Sky channel brands, such as Sky One
and Sky Sports.
’We need greater definition and impact of our brand in all aspects,’
added the spokesman.