Azteca 7, Mexican free-to-air channel from TV Azteca, just launched a redesign, more of a brand refresh, done by the Buenos Aires-based design agency Steinbranding, with the goal of appealing to the new Mexican family and reflecting the new content of the channel.
“All these changes have been developed by Steinbranding along with our in-house design team, raising the level of the on-air image. This helps us to reach our goal of appealing to the new Mexican family,”
– César Bailón, visual art director from TV Azteca.
The small refresh keeps the dialogue box with the inner 7 that has been evolving since 2011, which I find really nice and I’m thankful that they didn’t change it, but now instead of being a metallic box, it is a crystal box that can get filled with different objects.
These random objects, such as balls, flowers, and avocados, change according to the tv program, for instance, if they are airing a boxing match, the crystal box will feature towels, boxing bells, and boxing gloves. I really like this approach, the possibilities are endless, the only problem is that these objects are so small that the magic of the customization that they previously had is completely lost, without saying that in small sizes – like in the corner of the tv- the details are basically gone, which is a shame because they look really nice in the animations and in a bigger size.
There is no doubt that the quality of the images and renders is beautiful, the shine and the gloss of each object is great, which was something they were missing in the previous customizations that looked so basic, like if they were made in photoshop; but what I liked of the old ones is that they were clear and direct, you could really notice the details and the main idea, something that is now hard to do.
Another change, and maybe the most obvious one, is the new typography and a new hierarchy of the world “Azteca”, which is in italic in order to follow the diagonal of the box. The change of the size was a great decision, I even think that they don’t need it, but on the other hand I’m still not sure about the typographic selection, sometimes it looks good, sometimes it doesn’t.
As for the new tv promos, I really like the animation of the logo and objects and the typographic arrangements, they just made a mistake by adding more and more stuff like the slogan in a circle the extra triangles, etc. Which is something I feel that happened in all the identity, the animation is already strong, there is no need to add extra effects to make it look over the top.
In conclusion, this is still one of the best or I even dare to say that it’s the best identity in the Mexican television, and you know why? Because they hired professionals, not like Televisa. The overall work and look is gorgeous, but I think they over thought the redesign, there is a lot going on and I feel they only thing that the previous identity needed was attention to detail and great designers, instead of transforming it into a complex idea.
But well… At least that’s my F Opinion