El Canal de las Estrellas, now called “Las Estrellas” (The Stars), the TV channel with the largest audience in Mexico and the main channel of Grupo Televisa, revealed this August 22th its new image and name as part of the transformation the company has planned for the network, which includes new prime time shows, more content, and an innovation department.
José Bastón, president of television and content of Grupo Televisa, says that the new “logo” aims to transmit joy, harmony, peace, and fun. Really!?! With this statement, he is proving that there is no concept behind this redesign, something that is very clear.
“The new “logo” aims to transmit joy, harmony, peace, and fun”
– José Bastón, president of television and content of Grupo Televisa.
I always try to save at least something good from each project, but this is horrible, hideous, horrendous, and horrific. It is like a Christmas piñata!! (That’s what my mom said) I really cannot understand who makes and who accepts this type of “designs” – if we can call it that -.
It is bad at every aspect, it looks like a Christmas star/piñata, the typography grabs more attention than the icon, and it doesn’t even work for its main purpose: digital media. The “star” is so thin that when you watch it on the corner of the t.v. it is almost lost, and it is worse in small sizes for smartphones.
The typography used on this new logotype is Klavika, the same used on the previous Facebook logo, and I won’t be surprised if they have thought that because it was used on a social network before, with that they would attract millennials. Of course is not the typeface’s fault, but here it makes nonsense, it is not even well spaced.
As for the name choice, I’m not sure if it’s gonna work, I don’t think someone is going to say “please turn on the t.v. on “Las Estrellas”, probably embracing the “Canal 2” as most of the Mexicans called it would have been a better choice.
Along with this new identity and naming, “Las Estrellas” is launching a campaign with the title of #YoConLasEstrellas, which eliminates the previous slogan of the brand – “El Canal de las Estrellas…” and incorporates elements of different social networks such as Vine and Facebook (The 2 social networks that are going down, in my opinion).
This might sound weird, but why if they have done thousands of logos for their soup operas and tv programs they thought this was the best option to position the brand as a new, reinvented and forward thinking channel.
This is a sin! (insert telenovela drama sound effect).
Brand Evolution (Click to enlarge):