Encore is a suite of cable movie channels in the United States. At the beginning of this month, on December 2, the package was relaunched with new logos, new graphics and some new channels, all developed by Troika in Hollywood.
The Encore channels specialise in somewhat older, familiar and "iconic" movies rather than recent releases, as expressed by the existing positioning "Playing Favorites". The tone of voice for promotions is set by different clever messages that play on the familiarity of the films. Graphics make use of large and straightforward typography. Troika also produced a series of genre stings with haikus and graphics inspired by classic movie posters (think Saul Bass).
The previous logos were introduced in 2005 as part of a company-wide identity system for both Starz and Encore designed by Landor Associates.
|New logo system.|
From a press release:
The ENCORE rebrand was developed to bring added value to the previously existing “Playing Favorites” brandline and position, allowing ENCORE to more deeply connect with their audience. Along with a new programming strategy that takes advantage of market opportunities amidst evolving demographics and viewing preferences – including the shift of ENCORE Drama to ENCORE Black, and ENCORE Love to ENCORE Classic - ENCORE looked to Troika to bring “Playing Favorites” to life by establishing a distinct brand voice and identity that connects viewers with the “favorite” movies ENCORE provides.
“Playing Favorites has inherent value, as it speaks directly to ENCORE’s content. We wanted to bring more meaning to the position by building a brand that takes the role of friend and fellow movie-lover, and express this in unique ways across ENCORE’s premium channels through language and visuals,” noted Dale Everett, Creative Director at Troika.
ENCORE’s suite of channels – ENCORE, ENCORE Black, ENCORE Espanol, ENCORE Suspense, ENCORE Family, ENCORE Action, ENCORE Westerns and ENCORE Classic – feature a new brand voice that activates “Playing Favorites” by bringing a fresh, clever take to ENCORE’s familiar content. The brand voice is built to connect to a variety of audiences by catering messaging across different channels; “He’s Full of Shhh” for Austin Powers on ENCORE, “Yes We Remember” for The Alamo on ENCORE Westerns, “Wrapstar” for Elf on ENCORE Family.
ENCORE’s identity is built to visually represent the new brand voice. The identity, rooted in a redesigned logo system, features bold graphics and imagery that bring to life the characteristics of ENCORE’s movies and channels. The ENCORE rebrand features a signature design aesthetic to unify all channels, built with flexibility to connect with different demographics and movie content.
“The ENCORE rebrand is about bringing added value to our subscribers and our distributors. The new ENCORE offers an entertaining viewing experience by connecting to audiences through a clever voice and dynamic identity unlike anything else on the air,” said Michael Vamosy, SVP Creative Services, Starz.