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For such a purely visual medium, type and typography mostly play an subordinate role in television, at least in Belgium. Text matter often looks rather safe, predictable, and utilitarian. Seldom does a channel identity grab you because of its surprising choice of type. For example the two main channels of Flemish public broadcasting company VRT use very common and overused typefaces. Eén relies on the technical shapes and timeless quality of Tobias Frere-Jones’ Interstate, while Canvas selected Hoefler & Frere-Jones’ Gotham for its universal appeal. And their children’s network Ketnet uses some Digital Sans-like square techno sans.
However VTM and 2BE – the two main commercial television channels of the VMMA – use somewhat less common type families to great effect in both their on screen and print branding: Klavika from Process Type Foundry, and Xavier Dupré’s Vista Sans. Their corporate image was designed by Bruce Dunlop, a creative agency for media brands. Their website tells us that for ten years they “have been delivering motivated audiences for some of the world’s biggest brands and broadcasters”.
Bruce Dunlop designer Tim Finnamore was involved in the design of both projects.
T I M F I N N A M O R E | “The main criteria for choosing these typefaces was the inherent personality of Klavika and Vista Sans. They are both smart, classic typefaces that also have a unique charm.”
Klavika for VTM
“Klavika is warm and accessible, but also possesses the stature appropriate for VTM, a major national broadcaster. It looks great in uppercase, which works well for clear on air communication. The typeface has sufficient personality to work as a branding element in its own right, and this is particularly helpful off air, where – in conjunction with the logo and VTM colour palette – it is the “VTM typeface”.”
Vista Sans Alternate for 2BE
Vista Sans was chosen for the 2BE identity.
T I M F I N N A M O R E | “2BE always communicates using the alternate variant of Vista Sans. The typeface is used in sentence case (initial capital and lowercase), in keeping with the slightly more easy going nature of the 2BE brand. Like Klavika, it treads the line between authority and charm very well, but the increased flamboyance of the typeface perfectly suits the 2BE image. This brand essentially uses just two elements – the distinctive 2BE logo, and the Vista Sans typeface. This allows the programming of the channel to really come forward, but in order to serve as a branding element in its own right, the 2BE typeface needs to have flair and personality. Vista Sans Alternate is clean and modern, but also possesses this personality in spades – it works so well on the channel that we use it as large as we can, as often as possible!”
Klavika and Vista Sans are not only used on screen, but extend the brand image to print as well, from large poster to magazine ads. They create a consistent style that is instantly recognisable.
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Klavika seems to be the new darling of the TV. Check out Germany's SAT1 ( http://www.sat1.de/) and ZDF Neo ( http://neo.zdf.de/) ? |
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it amazed me. It's a big step up from the old "3-stripes"
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Merci Yves,
I copy the Vista pix for my site!
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