Shaw Direct is the direct-to-home satellite television subsidiary of Shaw Communications, a Canadian telecommunications company. The service was originally launched in 1996 as Star Choice and was renamed Shaw Direct on April 15, 2009, when Shaw Communications announced the rebranding of its satellite subsidiary.[1]
Design and History
The Shaw Direct logo is a typographic wordmark that places the brand name at the center of the identity. The current mark was introduced in 2009 as part of the company’s renaming from Star Choice to Shaw Direct. According to a Shaw Communications press release announcing the change, the renaming was intended to align the satellite subsidiary more closely with the parent Shaw brand.[1]
Following the announcement, Shaw Direct updated its Interactive Program Guide (IPG) software to display the new logo, with a company statement noting that customers would “see a new logo on the top of the page” reflecting the name change from Star Choice.[2]
In April 2023, Shaw and Rogers came together as one company. According to Shaw Direct’s official FAQ, the Rogers and Shaw Direct brands continue to co-exist, and there are no immediate plans to change the Shaw Direct name.[3]
Meaning and Symbolism
The Shaw Direct wordmark uses a blue color scheme, consistent with the broader Shaw brand palette. In 2023, when Rogers began integrating Shaw services, a notice to customers indicated that some Shaw products would shift from a blue to a red color scheme, reflecting the Rogers brand transition.[4] However, Shaw Direct’s official support pages continue to use the blue Shaw branding as of the current date.[3]
The typographic format of the logo places the brand name itself as the primary visual element, with no separate icon or symbol accompanying the wordmark. The logo is available in vector SVG format, indicating it was designed for scalable use across digital and print applications.[5]
Typography and Design
The Shaw Direct wordmark uses a sans-serif typeface with evenly weighted letterforms. The design maintains legibility across various applications, from on-screen program guides to printed materials. The logo’s simple typographic construction allows it to function effectively at small sizes, such as in the corner of a television interface, as well as in larger formats like building signage.[2]
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