Sky has today rolled out its biggest ever integrated rebrand across its entertainment portfolio, including Sky 1, Sky Atlantic, and Sky Arts. The new branding will be reflected seamlessly across all platforms and formats, aligning the channel's brand identity, promos and OSP (on screen presence).

The rebrand is designed to ensure that each channel will have its own clear identity that supports its customer proposition.

• Sky 1's personality is brilliantly brought to life through a hero character who 'releases oneness', clearly reflecting the channel's values in a visual and engaging way.

• Sky Arts is shown as 'the catalyst for creativity', with the channel beautifully transforming every day scenes through its creative perspective.

• Finally, as the home of epic and world class storytelling, the Sky Atlantic treatment reveals 'the stories that lie within'.

The branding work was created by Sky's in-house creative team in conjunction with best in class production partners including: Polynoid, Rattling Stick, The Mill, Got Got Need, MPC, Envy, Box of Toys and Certain.

Liz Darran, Director of Brand & Creative, Sky commented: 'The way people view content continues to evolve and we are at the forefront of transforming that experience. By collaborating with best in class partners we have showcased how creativity and technology can work together to deliver a brilliant on-screen viewing experience for our customers.'

Simon Buglione, Executive Creative Director, Sky Creative, added: 'Sky has helped revolutionize the way people watch TV and we are proud to be part of this exciting chapter. The creative is ambitious and brand defining but most importantly will help our customers navigate our content in an engaging and entertaining way.'

For more information:

Skypress@sky.uk

020 7032 1261

About Sky

Sky is Europe's leading entertainment company, serving 21 million customers across five countries: UK, Ireland, Germany, Austria and Italy. We offer the best and broadest range of content, deliver market-leading customer service and use innovative new technology to give customers a better TV experience, whenever and wherever they choose.

Sky has annual revenues of over £11 billion and is Europe's leading investor in television content with a combined programming budget of £4.9 billion. The group employs 30,000 people and is listed on the London Stock Exchange (SKY).

Sky plc issued this content on 19 April 2016 and is solely responsible for the information contained herein. Distributed by Public, unedited and unaltered, on 19 April 2016 14:48:13 UTC

Original Document: https://corporate.sky.com/media-centre/news-page/2016/sky_launches_a_major_new_rebrand_for_its_entertainment_channels