BBC Broadcast has created a brand for all Belgian national football television coverage. The football brand which launches in early August will be broadcast by three broadcasters across five channels.
Belgacom purchased the rights to broadcast Belgian national football as part of its move into broadcasting and will be streaming matches on its newly launched channel, 11, which is available through Belgacom TV. Belgacom Skynet has sublicensed some rights to Belgian public service broadcasters VRT (Flemish-speaking) and RTBF (French-speaking), enabling them to cover Belgian national football both through live match broadcasts as well as magazine programmes.
“We needed to develop a unique visual identity that could be used across multiple channels to ensure a consistent brand for Belgian National Football coverage, while still allowing the broadcaster or channel to take ownership of their coverage,” said Bart Becks, CEO of Belgacom Skynet.
At the centre of the visual brand is the distinctive Belgian white football, on which each channel or programme can stamp their logo. The ball embodies the passion and excitement involved in the game and in the title sequence expands out like an atom to reveal highlight clips from matches, which are suspended in the air surrounded by the ball’s hexagons.
The football’s cheeky personality and energy are carried throughout the visual brand with the ball animating on screen in the three idents, jumping into action as the start whistle is blown, zooming into the back of a net to score a goal when one has been scored in the match and whizzing around the stadium in a haze of confetti when a match is won.
“The aim of the visual brand is to encompass and enliven the excitement involved in national football and BBC Broadcast has been able to keep this visual brand alive throughout programmes and live match broadcasts by developing a range of stings and sequences that clearly brand the coverage,” said Jane Fielder, Creative Director at BBC Broadcast.
“BBC Broadcast’s experience with designing for complex sports brands was made clear during the pitching process and we are extremely happy with our new on and off air identity, which we believe should attract viewers to the coverage and help them remember the excitement and passion involved in the game,” said Bart Becks, CEO of Belgacom Skynet.
Coverage of Belgian national football will air on Belgacom Skynet’s channel, 11; VRT channels, één and Canvas; and RTBF channels La une and La deux.
Credits:
Creative and production agency – BBC Broadcast
Creative Director – Jane Fielder
Producer – Louise Braham
Designer – Katy Jones
Print Designer – Lisbet Tonner
BBC Post Production – 3D Animation:
Andy McNamara
Peakash Patel
Serena Catto
Inferno Artist – Des Anwar
Music – Tony Rydon
For further press information, please contact:
Kate Groves
BBC Broadcast
+44 (0)20 8008 1078
kate.groves@bbc.co.uk
About BBC Broadcast Limited
Specialising in the delivery and promotion of digital media, BBC Broadcast offers the complete range of services required to promote, playout and provide access to broadcast content across all media, from television to mobile phones. Key services include: promotions, design & branded content, navigation services (electronic programme guides), access services (subtitling, signing and audio description), content playout (‘video-on-demand’ – video via broadband and mobile phones) and interactivity. BBC Broadcast is the largest playout and channel management business in the UK and broadcasts 64 streams including public service and commercial channels and interactive streams from Broadcast Centre in West London. It is also growing its business overseas and is already providing creative services to clients in Europe, the USA and Asia. BBC Broadcast’s fusion of creative origination and technical innovation and its unique abilities in managing digital assets mean it is best placed to capitalise on the growing need for digital media distribution and promotion.
For more information, access: http://www.bbcbroadcast.com/