The new visual identity, completed by DixonBaxi, will begin rolling out later this year, to coincide with the launch of the company’s new product Freeview Play – a combination catch-up, on demand and live television service.

Although Freeview appears on everybody’s TV, the brand was previously almost invisible,” says Aporva Baxi, co-founder and creative director at DixonBaxi. “For a long time it has felt almost apologetic. Our task was to shift it to a more premium space and inject aspiration into it, with Freeview Play acting as a catalyst for change.”

The consultancy has kept the colour red “to retain the heritage of the old brand”, but adapted it to make it more personable, Baxi says. He adds: “The other colours suggest the diversity that the product offers as a platform. It’s really important to have a human touch.”

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