Back in December, we were reached by the news that US-Hispanic broadcast TV network Telefutura would be renamed UniMás. The new name and brand identity launched yesterday, January 7, which gave us and the viewers the opportunity to see how it would work on screen. Los Angeles broadcast design agency Troika worked with many aspects of the brand launch, including logo design, graphics package and a marketing campaign (although the name was selected internally).
The logo is a "youthful twist" on Univision's abstract U symbol. In the divided wordmark, the "Uni" part links back to the parent company, while the bolder "Más" reflects the "always more" attitude of the desired audience of Millennials.
All graphical elements feature forward-leaning angle as the logo, including the typeface. Motion graphics seem to constantly move forward on screen.
From a press release, issued by Troika:
Said Dale Everett, Creative Director at Troika, “Troika has had the opportunity over the years to work with some of the top Spanish-language networks in the world. By combining this Hispanic-market experience with our expertise in entertainment media branding, Troika was able to develop an exciting, fresh identity and communication system that appeals to UniMás’ growing audience, while still connecting the brand back to the Univision Communications Inc. parent company.”
The UniMás name was brought to life through a logo mark that alludes to Univision’s signature “U” shape, but delivers a distinctly youthful feel through a fresh twist on the mark. To call attention to the network’s brand promise of more, the logo features bold “Más” typography to contrast the thinner “Uni” font that precedes it.
“UniMas’ new logo and graphic design truly exemplify the Más Generation – Hispanic Millennial trendsetters,” said Ruth Gaviria, senior vice president, Corporate Marketing at Univision. “Partnering with industry leader Troika ensured we were able to personify and attract this coveted group of viewers with an identity that promises the quality and connection they love from Univision with a fresh take that speaks to their distinct lifestyle.”
UniMás’ multiplatform marketing launch campaign, also set to go public today, is built from the foundations of the brand’s “Más” communication strategy. The on-air, print, and out-of-home campaign will consist of a brand spot, ads in the Miami Herald, and digital billboards, wallscapes, bus wraps, and posters throughout Los Angeles, New York, and Miami.
The network’s on-air brand identity features vibrant colors and sharp 2D graphics to stand out against competing 3D network graphic packages. The identity is rooted in croppings of the UniMás logo to create frames for footage, graphics, and information. Identity elements delivered by Troika include IDs, a promo toolkit, original music, navigational elements, and digital branding tools.
The UniMás brand which was built in After Effects by a team of more than 15 designers, animators, creative directors, producers, and editors at Troika, and delivered in a toolkit format for the network’s internal teams to update throughout the year.
Troika 2 (archive)