Sky One identity receives makeover by Winkreative and Kaktus Films

Sky One is revamping its brand identity to coincide with the launch of its autumn schedule.

The redesign will be rolled out over the coming months across all of Sky One's on- and off-air communications. It includes a new logo, idents, break bumpers and promotional graphics.

Launching with the UK debut of the US Western drama series Deadwood on 21 September, Sky replaces its customary orange shading with different backgrounds, accompanied by modern images and calligraphy.

The look has been developed in partnership with the design agency Winkreative and the Stockholm-based creative agency Kaktus Films.

Barnaby Dawe, the director of marketing at Sky Networks, said: "Sky One is a core element of our pay-TV proposition. We are invigorating Sky One's look and feel to match its ambition to deliver a smart, distinctive schedule that satisfies customers' demands for high-quality programming."

Tyler Brule, Winkreative's creative director, said: "The new identity gives Sky One stand-out through a challenging use of colour and logotype and a clever animation concept. Kaktus has delivered an identity which has a sense of edge and optimism within the frame."