CCTV8 Drama Channel re-brand: Logo Resolve 2

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Play, download and edit the free video CCTV8 Drama Channel re-brand: Logo Resolve 2.

At the start of 2019 Brand Energies were approached by CCTV, China's national broadcaster, to re-brand their hugely popular drama channel CCTV8, for re-launch on October 1st 2019.
CCTV recognised the importance of their drama channel in bringing shared family experiences to their audience.
Our agency began by designing a new brand mark for CCTV8 to work across print, television and new media applications. 8 is the most auspicious number in Chinese culture, so most of our initial logo designs incorporated an 8 in some way.
The new logo is based on an over-sized 8 numeral reversed out of a red cinema screen icon. This new brand mark projects an image of shared cinematic experience and the big-scale television productions that CCTV8 is renowned for across China.
Brand Energies then looked to create two main Logo Resolve sequences to bring the new CCTV8 logo to life, as well as develop a whole new on-screen presentation system.
Taking the double circles that make up the 8 numeral, we used a combination of live-action, 3D animation and graphic animation to make a fast-cutting series of surprising and dramatic 8 formations that seamlessly resolve through to the new CCTV8 Logo.
As you can see some of the 8’s are derived from distinctly Chinese elements whilst others are more universal.
Music was composed to finished picture by David Lowe in London.
The two Logo Resolve sequences were delivered in 4K resolution and with surround sound.

CREDITS
Creative Agency: Brand Energies
Motion Designer / Director: Jason Keeley
Producer: Celia Chapman
Compositor: Jonny Stopford
Post-production: Coffee & TV
Music: David Lowe

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