Telemundo is a major Spanish language TV network in the United States, competing with UniMás (until recently known as TeleFutura) to be the second most watched US-Hispanic network. Just like its competitors, the network unveiled a new visual identity last year which launched on December 10 with ads on Times Square in New York.
Two design agencies were involved in this rebrand. The logo, which was unveiled at the upfronts way back in May 2012, was designed by Loyalkaspar. UK broadcast design agency DixonBaxi translated the new look to the screen.
Loyalkaspar's icon is reminiscent of Telemundo's classic logo that featured an outline of a globe. It is made up of two pieces that can be detached to form a framing device. It is said to represent the duality of the Hispanic audience.
DixonBaxi gave the logo different expressions through textures and animation to accommodate a broad range of programming. The style changes from bright and clean in the daytime to a more dramatic look for primetime. The applications are somewhat reminiscent of their earlier work for UK channels Watch and Yesterday, but with much more attitude and speed to reflect the US-Hispanic TV market. The graphics package features much of Telemundo's on-air talent. The shooting for IDs took place over three days in Miami and 170 network stars shot against a green screen.
Basic identity elements:
"The new identity lives at the heart of the Telemundo brand. The two halves of the logo suggest the duality of the Hispanic audience. The balance between their latin root and their lives in America.
The brand look adapts to reflect the different genres, emotions and shows creating an always fresh and new experience for the audience.
Tune in messages use a bold typographic language that is used throughout the new look.The T logo is deconstructed as brackets and used for emphasis. Different organic elements, talent and bold graphics create a cinematic and rich experience that are customized for each show." - DixonBaxi
As a bonus, here's a link to Loyalkaspar's (unused) logo explorations (archive).