Sony Pictures Television Networks has launched a major rebrand campaign for action channel AXN, introducing a new slogan, logo and positioning.
In a promo video that will launch tonight on-air and online platforms just before the premiere of season 9 of talent show The Voice, the viewer learns that AXN is “bigger than booms and bangs” as the channel looks to define itself not by a particular genre but by an attitude – intense, intriguing, smart and unexpected.
The rebrand campaign introduces the new slogan “Redefining action” and a new logo with black or white lettering and a red pyramid beneath the ‘N’.
https://youtu.be/uswX6cdcQcg
Hui Keng Ang, SVP and GM of Sony Pictures Television Networks, Asia, commented: “While AXN continues to be the pay TV destination for action, we are also tapping into an audience seeking content filled with intrigue, passion and heroes.”
“Our new look aligns with that programming sensibility and speaks to today’s viewers, who are connecting with our brand across linear and digital channels, as well as social media,” he said.
The rebrand is the biggest brand overhaul since AXN launched in 1997, and the activity will run in Asia first before rolling out across the rest of the world.
On the new logo, Maurizio Vitale, senior vice president of marketing, networks for SPT, who oversaw the network’s brand refresh globally, said: “Red evokes energy, action, passion and danger. We are harnessing the power of that colour in a new campaign that encourages viewers to discover and embrace the sense of fearlessness that permeates AXN’s series.”
Complementing the new look, AXN has a line up of new and returning series to get viewers excited for the fall TV season. This includes drama Quantico, starring Bollywood icon Priyanka Chopra; a show where one of the group of FBI trainees at Quantico is suspected to have plotted a massive terrorist attack.
The Blacklist Season 3 is all about redefining action with Elizabeth Keen (Megan Boone) finding herself on the FBI’s most wanted list and on the run with Raymond Reddington (James Spader).
