TV Vlaanderen is a digital satellite and terrestrial television service provider for the Flanders region of Belgium. The brand operates under the ownership of M7 Group, which also runs CanalDigitaal in the Netherlands, Skylink in Slovakia and the Czech Republic, and other European pay-TV platforms. [1]
Design and History
TV Vlaanderen launched in 2006 under the name TV Vlaanderen Digitaal. Its first logo, used from 2006 to 2017, was distinct from the mark the platform uses today. [2]
In 2017, the Luxembourg-based M7 Group unified the visual identity across all of its television platforms. The change affected both the main graphic element of the logo and the logotype, with the new symbol shared by CanalDigitaal, TV Vlaanderen, TéléSat, Skylink, HD Austria and M7 Deutschland. [3] The new logo was inspired by a stylized kaleidoscope, intended to symbolize the program diversity offered by Skylink and the other M7 Group television platforms in the Benelux countries. [4]
The London agency Safron created the new logo for the M7 Group. [3] M7 announced the new branding at the ANGA Com trade fair in Cologne, describing the kaleidoscope-based logo as representing the tailored offering the pay-TV provider gives its customers, and pairing it with the tagline “Find Wonder”. [1] The campaign supporting the rebrand was developed by Havas Düsseldorf. [1]
While the six operating companies of M7 Group kept their local names, they adopted the new shared logo to emphasize that they belong to the same group. The new branding was introduced gradually across each country over the following months. [1]
Meaning and Symbolism
The kaleidoscope motif in the current TV Vlaanderen logo is documented as a symbol of program variety. According to M7 Group statements, the stylized kaleidoscope represents the breadth and diversity of the programming offer across its platforms. [5] The company framed the redesign as part of a broader effort to integrate all brands within the group and present a more modern image. [3]
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