Showcase is a Canadian TV channel specialised in premium drama, both original and imported. It was launched twenty years ago, and last week it introduced a new look to celebrate that anniversary. Like all TV branding in Canada, everything was developed in-house by Shaw Media's Creative Agency.
The channel prides itself on innovative programming, which is summed up by the slogan "Beyond Ordinary". The new logo has some similarities with the one used when the channel launched and will together with the new graphics package "reflect the channel's big and dramatic sensibility". The logo is also shaped like a TV screen and some visually interesting dynamics are created by blowing it up to cover the entire screen.
"Over 20 years, Showcase has become Canada's premiere destination for premium drama with extraordinary stories and characters. Showcase's new logo and on-air look reflect the channel's big and dramatic sensibility. The logo is a throwback to the original Showcase logo with a refreshing and contemporary design reflecting the new programming. The channel's distinctive new logo anchors all of the on-air elements, from station ID bugs to advertiser billboards, and is complemented by a vibrant and interchangeable colour scheme used in customized brand image spots. The channel's new tagline "SHOWCASE - Beyond Ordinary" was created to represent the innovative programming available on the channel.
On-air, Showcase's new creative reflects the channel's evolution into a sophisticated drama destination. Viewers are treated to three timeless image and program spots echoing the premium quality of content and characters on the network. The first spot celebrates the channel's new image, the second focuses on the channel's hit Hollywood movies, and the third highlights Showcase's highly anticipated spring season premieres. Viewers will notice that all spots are accompanied by a confident new voice." - Press release (archive)