[Medianext.MX]

Singapore's largest broadcaster Mediacorp will rebrand most of its brands next Wednesday, as part of the group's attempt to increase the audience leverage of its corporate brand. Most brands from the TV, radio and digital branches are gaining new logos with a corporate identifier which Mediacorp calls the "Mplifier", which will also be used in new graphics which are similar in concept to ITV's Multiverse. The corporate logo used since 2015 (designed by local firm Bonsey Design) is being retained.

The rebrand will affect also all five Mediacorp TV channels, English-speaking Channel 5, Mandarin-speaking Channels 8 and U, Malay-speaking Suria and Tamil-speaking Vasantham. The numerals of the Channel 5 and 8 logos are being retained; the Channel 5 logo has been in use since 1994, when the then-named Singapore Broadcasting Corporation began a reorganisation process, which transferred ownership of the broadcast company from direct government oversight to the state's sovereign fund Temasek; the company was also divided into three separate companies (Channels 5 and 8 went to the Television Corporation of Singapore, Channel 12 was spun off as Singapore Television Twelve, and the radio stations went to the Radio Corporation of Singapore) submerged into a holding company, Singapore International Media; the longtime logo was designed by GRFX Novocom in Hollywood, which also designed a full set of graphics and commissioned music from Gari Media Group.

The Channel 8 logo debuted in 2001, at the same time Singapore International Media's companies re-merged to form the current day Mediacorp. Suria, Vasantham and Channel U will get new word marks. The case of Channel U is the most notable, given it replaces the logo it used since it was formed in 2001, when it debuted as a fledging competitor to Channel 8 as part of SPH's new MediaWorks division; it was retained when Mediacorp merged with (or rather took over the assets of) SPH MediaWorks in 2005.

The relaunch promotion started on January 16, with social media platforms already bearing the new brands, as well as channel DOGs interchanging between the current and new logos.

The exceptions to this rebrand are CNA and CNA938, whose brands are being retained as they are, as well as the brands used by Mediacorp's digital partnerships (ESPN, Mothership, Popcorn, theAsianparent, VICE and 99.co).



www.mediacorp.sg