TV12 is a new Swedish television channel dedicated to sports and lifestyle programmes for a general audience. It is owned by the TV4 Group and launched on March 29, replacing an all sports channel. Its brand identity was developed by Black Peacock and adapted for broadcast graphics by Broken Doll. Both agencies are based in Stockholm.
Although billed as a sports and lifestyle channel, the emphasis is on the lifestyle content. The intention was to create a fresh and elegant identity that stands out this. This is achieved by using bright "natural" gradients superimposed on people engaged in sports and everyday activities.