Polsat News is the 24-hour news and current affairs channel of Polish broadcaster Telewizja Polsat, on air since 7 June 2008 [1]. Its current visual identity dates from 30 August 2021, when Polsat News was one of 24 Polsat channels that switched to new logos and on-air graphics on the same day [2].
Design and History
The 2021 rebrand was part of a wider effort to unify the visual identities of the Polsat channel family with other brands in the Polsat Plus Group [3]. The creative concept was built around animated sun rays, a shared element across all new channel logos. The rays form an identical pattern for every station, but each channel received its own dedicated color scheme, allowing the channels to stay visually cohesive while retaining individual identities [2].
The new on-air packages were prepared by the German creative agency Luxlotusliner, with substantial involvement from Telewizja Polsat’s own promotion team. The agency had previously created on-air identities for Polsat and its thematic channels, including the 2008 look for Polsat News and Wydarzenia [4]. The soundtrack was composed by the music studio Novaspot [2].
Before the 2021 change, Polsat News had used its original on-air look since the channel’s launch in June 2008, with only minor adjustments such as color changes [5].
Meaning and Symbolism
Turquoise was assigned specifically to the news channels: Polsat News and its sister channel Polsat News 2 [6]. The sun-ray motif continued the sun concept that had been central to Polsat’s logo since the broadcaster adopted it in 1994 [7]. The 2021 logos gained visual depth through three-dimensional animation, and the trailers introduced typography designed specifically for Polsat [2].
Typography and Design
In December 2022, Polsat News introduced a new on-air graphic package that used a proprietary typeface from the Polsat Plus Group, intended to emphasize the news channel’s connection to the wider company. The refreshed look was described as using slightly lighter colors than before, closer to those of the Polsat News logo, in which turquoise dominates [5].
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