Thursday, October 18, 2012

New logo: Univision

Univision is by far the most-watched Hispanic television network in the United States. Having been known by its current name since the 80s, it has grown with the Hispanic community and is now well established as the fifth most watched network overall. Yesterday, October 17, it unveiled a new logo, intended to signify the transformation the network has gone through in its history. It was the result of a collaboration with Wolff Olins.

The stylised U used by Univision up until now has been reshaped slightly and turned into a three-dimensional object, and the four separate slices that made up the symbol have been joined. The stated intention is for the symbol to resemble a heart.

The out-going Univision logo was developed by Chermayeff & Geismar. It has been in use for about two decades (an official press release would have you believe that it was introduced in 1962, but that's nonsense). The new logo launches on January 1, 2013.

Out-going logo.

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"Evolution" from the current to the new symbol.

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A collection of new logos.

From a press release:
“The launch of our new brand logo kicks-off a new era at Univision that speaks to who we are as a company and that we are a direct reflection of the Hispanic community we serve – multidimensional, dynamic, modern and bold,” said Randy Falco, president and CEO, Univision Communications, Inc. “We are proud to be ahead of the curve in a rapidly evolving industry, and our new brand identity will now illustrate how far Univision has come in its 50-year history. We’ve evolved from a single Spanish-language network to a multimedia portfolio, connecting with multiple generations of Hispanic Americans, while continuing to embody the passion, courage, ingenuity and tenacity that are the fundamental values of Hispanic culture.”

Falco continued: “Univision has tremendous brand equity – on par with Apple, Coca-Cola and Kleenex – that far outpaces that of any other media company. Our unparalleled connection and leadership with our audience compels us to evolve with them. It is our duty and our ambition to leverage this incredible brand equity to celebrate our culture and connect America to the 52 million Hispanics in the United States. Through our steadfast commitment to informing, entertaining and empowering the Hispanic community, we are and always will be the ‘Hispanic Heartbeat of America.’ Our new identity is a symbol of this promise and just one of many exciting new developments to come.”


“The new ‘heart’ logo joins the quadrants that were previously separated, representing unity, collaboration and the merging of cultures in the U.S., not to mention Univision’s integration across its platforms,” said Ruth Gaviria, senior vice president of Corporate Marketing, Univision Communications, Inc. “It is also three dimensional, representing the magnitude of the Univision brand and the U.S. Latino community, as well as the 360-degree approach we embrace as a company. The vibrant color palette and use of light in the design reflect the vivacity of the community we represent and its contributions to the U.S. landscape.”
Wolff Olins (archive)
Univision (archive)
Multichannel News

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