London Live launches branding campaign ahead of 31 March launch

London Live, the London Evening Standard's TV channel, has unveiled a series of 25-second branding trails to be its on-screen identity ahead of its launch on 31 March.

The colourful branding for the new local TV station has been developed by Israeli-born, London-based artist Yoni Alter and animated by ad agency Kemistry.

London Live first unveiled an on-screen look that uses bright, multi-coloured vistas of the capital's landmarks in October 2013, designed to set the fledgling channel apart from rivals such as the BBC and ITV.

The London Live team appointed Kemistry following a competitive pitch. Founded by Graham McCallum & Ricky Churchill, the agency successfully pitched the bold idea of giving upcoming artists a platform to show their work within the channel’s identity.

As a result, a new artist will be showcased each year on the channel in an attempt to ensure the brand remains fresh and contemporary.

The first year’s branding has been designed by Kara Atwell-Bennett. There will be eight idents in total, with five at launch. These will feature the iconic London sites Oxford Circus, Southbank, Wembley, City and Box Park.

The on-air and off-air look was animated by Ryan St James and Matthias Peters. The music for the branding was composed by Lee Baker of Audioputty.

Launch programme director Jane Mote has led the branding development along with programming manager Lucy Myers.

Mote called the vibrancy, colour and life captured in the brand identity "stunning", while Alter said "this city and its people never cease to inspire me".

London Live, London’s dedicated television channel, will go on air with a stated ambition of "championing new talent".

Advertising sales for the new channel are being handled in-house, led by ESI Media’s group commercial director, Jon O’Donnell, who calls it "the most exciting media launch of 2014".

The channel plans to run five-and-a-half hours of news a day, as well as entertainment shows acquired from third parties, including YouTube’s family sitcom 'All About the McKenzies' and Channel 4’s 'Peep Show' and 'Smack the Pony' and dramas including 'White Teeth' and 'Misfits'.

London Live has also appointed seven new video journalists toboost its global news and current affairs, inclding an embedded NATO journalist in Afghanistan, a London-based reporter for Japanese TV, a BBC Radio 1 Newsbeat reporter, along with video journalists from CNBC, the communications agency Livity, BBC and ITN.

London Live will be available on Freeview channel 8, Sky channel 117 and Virgin Media channel 159. To support the launch, the London Evening Standard increased its reach to cover all 32 London boroughs this week, extending the print distribution from 700,000, towards 900,000 copies a day.