TV 2 Direkte is the main linear television channel of the Norwegian broadcaster TV 2, headquartered in Bergen. The channel launched on September 5, 1992, as Norway’s first commercial free-to-air channel, and was renamed from TV 2 to TV 2 Direkte on September 15, 2022, to differentiate it from the streaming service TV 2 Play.[1]
Design and History
TV 2’s visual identity underwent minimal adjustments from its 1992 launch until a major rebrand was announced in January 2021. According to TV 2’s editor-in-chief and managing director Olav T. Sandnes, the broadcaster’s visual identity had “only undergone small adjustments since 1992,” while both TV 2 and the media industry had changed fundamentally.[2]
The new identity was designed by the Scandinavian design agency Bold Scandinavia.[3] The rebrand was launched on May 31, 2021, when TV 2 and its sister channels introduced a new logo scheme that did away with the four-colored “2” numeral for the first time since the channel’s launch in 1992.[4] The old logo featured colors including red, yellow and green, while the new logo was colored in a deep purple and split into two parts.[3]
The rebrand was part of a broader brand strategy called “ETT TV 2” (One TV 2), which aimed to unify the broadcaster’s various sub-brands under a single masterbrand.[2] As part of this effort, the streaming service Sumo was renamed TV 2 Play.[4]
On September 15, 2022, the main channel was renamed from TV 2 to TV 2 Direkte, with the news channel simultaneously renamed TV 2 Nyheter. Sandnes stated that the name changes were in line with the brand work the media house had been conducting since 2021.[1]
Meaning and Symbolism
The 2021 logo was designed as a unifying symbol that “unites 2 parts, 2 worlds, 2 sides into one new experience.”[5] The concept was inspired by the TV 2 name and played on contrasts, shapes and sides, reflecting how the broadcaster unites diverse content and perspectives.[6]
The identity was built on the concept of “uniting diversity,” drawing on the idea that Norway is a complex nation and TV 2 is the melting pot that unites and includes the Norwegian people.[7] The logo was also designed to function as a vessel for motion and UX, connecting, activating and revealing content by bringing two sides or stories together.[5]
According to the Eurobest award entry, the distinct purple brand color was created by uniting the two main colors from news and sport.[7]
Typography and Design
As part of the 2021 rebrand, Bold Scandinavia created a full custom brand typeface for TV 2. The typeface balances soft versus sharp shapes in its construction and was designed to be both functional and distinct.[7] The custom typeface was used throughout all applications and communication.[8]
The identity also included a 2-step rhythm principle used across all motion, through streaming, digital and linear platforms, and a sound logo that followed the same motion principle.[7]
The 2021 rebrand was awarded Silver at the European Design Awards in 2022 in the Company Logo category.[5]
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