Re-branding Play
Sweden's national broadcaster enlisted Doberman Inc to help modernize and redefine their online streaming service’s identity—a rebranding journey familiar to an entire nation.
No pressure.
Commissioned As Design director at Doberman Inc.
Credits: Robin Karlsson & Patrik Hjelm
Original logo
Background to the
Re-brand
Viewers want the freedom to play, pause, and resume whenever they choose. This concept builds on SVT Play’s current symbol, infusing it with energy and action. The logo puts the viewer in control, supporting the idea of a video-first experience.
The addition of the word ‘play’ is unnecessary, as the visual icon speaks for itself."
Visual adjustment of the logotype
Logotype claims the play symbol
Visual marker
Logo badge in context with other apps from SVT as well as competitive landscape
Competitive landscape on Apple TV
Adjustment of colour palette
The colour palette was tweaked and re structured to allow the green colour to be the guide for users through-out the experience.
Colour palette and colour hierarchy
Colours exemplified
Colour strategy
The green color in the logo acts as a guide to the service in external channels.Once inside SVT Play, the logo takes on a more subtle role, serving as a sender identifier. The green color then guides users to the programs.
Bonus treat
Exploration for childrens TV. A play with symbols and how the indity could evolve with time