Additional Information


Content

TV Licensing updates logo ahead of fresh campaign

LONDON - TV Licensing is revealing a new image next month and introducing a fresh logo after 17 years, which will be backed by an integrated campaign focusing on how it uses technology to make it easier to pay.

Share this article

The licence fee collection body commissioned The Partners to design a more modern visual identity, with an eye on the technological changes that will potentially disrupt the public's relationship with the licence fee.

It said its new logo is based on the power button design seen on many electrical devices, stating that many of these, such as laptops and mobiles, are now able to receive TV and therefore their use may need to be covered by a TV licence. The button incorporates a tick to convey the positive connotations of being licensed.

The integrated campaign, 'Circuit City', will stress the message that TV licensing uses computer technology to make it easier to pay the licence than ever before and harder to hide if you are an evader. It was developed in partnership with Abbott Mead Vickers BBDO, PHD and Proximity London, with TV production by Red Bee.

It will roll out first with online banners and direct mail on April 1. TV exposure, on BBC and commercial channels, will start on April 14 followed by radio on April 19 and posters on April 21.

Peter Kirk, marketing manager for TV Licensing, said: "TV Licensing has come a long way since 1990, when the old trademark was registered. We've more than halved the estimated evasion rate and significantly reduced collection costs."

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Latest jobs Jobs web feed

FROM THE BLOGS

The Wall blogs

Native can be networked External website

by Francis Turner, 22/04/2014

 

Why small data matters External website

by Tony Quin, 22/04/2014

 

Back to top ^