Starz is an American suite of premium cable channels, specialised in films and original TV series. It was launched in 1994 as a premium spinoff from another film channel called Encore. Starz was later expanded to more channels and would over time eclipse Encore. Yesterday, it was announced that the company would go full circle and rebrand Encore as a part of Starz. From April 5, the Encore channels will be renamed "Starz Encore". The entire line-up of 14 channels will feature new looks and new logos.
Hollywood-based branding agency Troika helped develop the newish Starz masterbrand. It is built around fandom, with a focus on serving those who are fans of something. This is expressed through the brand positioning "Starz: Obsessable".
Troika has been working with Starz Encore for several years and were involved in the introduction of the old Starz and Encore logos now being replaced.
From a press release:
" Jeffrey Hirsch, Starz President of Global Marketing and Product Planning, said, “As the insurgent in the original programing landscape, STARZ has made a point of serving the fan first, while staying true to the creators and the powerful stories they tell. STARZ is delivering compelling fan-centric experiences for all types of audiences, whether it’s classic movies and westerns, hit shows like ‘Power’ or series and movies that fans have anxiously awaited for decades like ‘Outlander,’ ‘Ash vs. Evil Dead,’ the upcoming ‘American Gods,’ Star Wars: The Force Awakens and Avengers: Age of Ultron. Harnessing the power and resonance of the STARZ flagship brand and bringing the expansive movie and television series offerings under one brand is good for the consumer and the distributor alike.”
Starz announced today a new look and brand positioning, “STARZ: ObsessableSM,” which reflects the authentic, bold and award-winning original programing from Oscar®- and Emmy®-winning directors, writers and actors that ignites the white-hot passions of diverse “fandoms.” On-air and online, “STARZ: Obsessable” is brought to life with a new elegant logo and graphic identity for the network, designed with the viewer in mind. "