TV 2 is a Norwegian commercial public broadcaster and media house based in Bergen, operating a main television channel, the streaming service TV 2 Play, and the news site TV2.no. The broadcaster’s visual identity remained largely unchanged from its 1992 launch until a major rebrand in 2021, when the company introduced a new logo and unified brand profile.
Design and History
TV 2’s original logo, a distinctive numeral “2” in red, yellow, green, and blue, had been welcomed into Norwegian homes for decades before the company decided to replace it.[1] According to TV 2 CEO Olav T. Sandnes, the broadcaster’s visual identity had only undergone small adjustments since 1992, even as both TV 2 and the media industry changed fundamentally.[2]
On 31 May 2021, TV 2 implemented its largest visual modernization since launch, introducing a new logo and profile across its main channel, TV2.no, and its streaming service, which was renamed from TV 2 Sumo to TV 2 Play.[1] The rebrand was created by the Scandinavian agency Bold.[3] Bold’s team included creative director Roar Sager, designers Petter Eklund, Andrea Tjøsvoll, Simen Myklebust, and Christina Magnusson, motion designers Kristian Bjureby, Christina Damsgaard, and Robin Burevall, and typographer Kristina Jandova.[3] The project won a Silver award at the European Design Awards in 2022.[3]
The rebrand was driven by a fragmented TV 2 identity caused by a growing number of sub-brands and a design toolbox not developed for digital channels.[4] The new identity was designed to position TV 2 as one unified brand for all its entertainment services and to modernize the visual profile for current and future platforms.[4]
Meaning and Symbolism
The new logo is described as a unifying symbol that unites two parts, two worlds, and two sides into one new experience.[3] The concept plays on the name TV 2, drawing on two contrasts, two shapes, and two sides that can be combined and live together across design elements, motion, UX, content, and communication.[4] The logo also functions as a vessel for motion and UX that connects, activates, and reveals content by bringing two sides or stories together.[3]
TV 2’s new visual identity was built on the idea that modern Norway is composed and diverse, and that TV 2’s task is to unite different stories and see each case from several sides.[2] The new numeral “2” is a visual image meant to symbolize contrasts that are united, while being adapted to digital platforms.[5]
As part of the rebrand, the two main colors from TV 2’s news and sport channels were united to create a distinct purple brand color.[4]
Typography and Design
Bold created a full custom brand typeface for TV 2, built upon the combination of sharp and soft corners.[6] The typeface is both functional and distinct, and is used throughout all applications and communication.[6] The identity also includes a 2-step rhythm principle used across all motion, through streaming, digital, and linear platforms, with the sound logo following the same motion principle.[4]
Bold also partnered with Berlin studio Color and the Kids (CATK) to create a series of broadcast idents focusing on the combination of two different perspectives translating into something new and unique.[6] The idents were designed to convey that two things are forming something new while staying away from being overly simple, with music and sound design by Frode Langhelle and Joar Lenz.[7]
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