The Weather Channel Unveils New Brand Identity And All-New Network Visual Identity
Revamp Includes New Local on the 8s, New Graphics, and New Always-On Local Weather
The Weather Channel today announced a network relaunch beginning Tuesday, Nov. 12, during its live morning programming. The Weather Channel will present new branding, new Local on the 8s, new graphics and sonic IDs, always-on local weather information, a new set for live programming, and introduce Sunday nights as a destination long-form programming block. These changes mark the beginning of an evolution for The Weather Channel that will continue through 2014.
"This is about simply tapping into the utter fascination we have for weather and the forces that shape this planet and bringing that to the forefront of everything we do,” said David Clark, president of The Weather Channel. “As the biggest weather geeks out there, it is totally natural for us to obsess over how weather stories of all kinds are presented and shared. We are investing in strengthening our role in the community of weather enthusiasts and in providing a deeper look into the awesomeness of weather and all the ways we’re connected to it – from the science behind it to the stories of the amazing people that best represent this passion.”
Changes for Tuesday, Nov. 12 include:
• A new brand positioning, represented by a new brand mantra: It’s Amazing Out There
• A whole new visual and sonic identity for the network. The network has combined the best of broadcast design with the best of information design and re-imagined how its brand and weather information should be presented in the modern era. Also launching is new network packaging, show packaging and all new weather graphics that are distinct to anything else seen in weather on TV today.
• New Local on the 8s: Entirely new graphical look for Local on the 8s, coupled with new audio, will present a richer, more detailed local weather forecast every 10 minutes.
• “Weather all the time”: Now viewer’s local weather forecast information is displayed on the screen at all times, including throughout long-form programming and all commercial breaks. HD viewers will also get an enhanced sidebar with richer weather information such as barometric pressure, tides and moon phases as well as show rundown information.
• Long-form programming will be tied under the banner of “Natural Drama,” with several new shows added to The Weather Channel’s recently introduced Sunday night destination viewing block.
• Mornings, the network’s most popular daypart, will feature a new set, new graphics and a greater emphasis on providing viewers with everything they need to be prepared to take on the day - all of which will be introduced to viewers through a new marketing campaign.
“Weather can be a joyful or terrifying experience at any given moment. ‘It’s Amazing Out There’ celebrates and honors how weather shapes our world in both wonderful and dramatic ways,” said Scot Safon, executive vice president and chief marketing officer for The Weather Channel. “We hope this brand message inspires viewers to explore, investigate, and appreciate the experience of weather in all of its many forms.”
The Weather Channel worked with three of the hottest creative agencies to produce this new brand identity, look and feel for the network, including Trollbäck + Company, mono, and Man Made Music. mono works with Target and Apple, and created both USA Network’s “Characters Welcome” and MSNBC’s “Lean Forward” campaigns. Trollbäck + Company has worked with NBC Sports, CBS Sports, Al Jazeera America and more. Man Made Music’s credits include working with HBO, Showtime, AMC, FX, Discovery, and A&E, among others.
Additionally, the production design for the new studio set was produced with two broadcast design partners: Clickspring Design produced the set design, with lighting design by The Lighting Design Group (LDG).
To view a “before and after” reel showing the visual changes,visit: http://youtu.be/j9X3rP_HXRQ.
The Weather Company: Where the World Gets its Weather
Through The Weather Channel, weather.com, Weather Underground, Intellicast.com, and third-party publishing partners, the company provides millions of people every day with the world’s best weather forecasts, content and data, connecting with them through television, online, mobile and tablet screens. Through WSI and Weather Central, the company delivers superior professional weather services for the media, aviation, marine and energy sectors. The Weather Company is owned by a consortium made up of NBC Universal and the private equity firms The Blackstone Group and Bain Capital. For more information, visit www.weather.com/press.
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