Brand identity guidelines
C More Entertainment AB is the leading premium supplier of films, series and sports in Scandinavia, operating under the brand C More. Originally named CANAL+, it was started in 1997 by French Pay-TV operator CANAL+ Television AB.
In 2011, CANAL+ decided to revise their name and brand in order to broaden their target audience and meet the technological challenges of the future. C More would no longer be profiled through select channels, as CANAL + had been, but as a parent brand.
C More was looking for a different approach when creating their new television brand — and chose Ohlsonsmith to develop the identity and visual concepts on the strength of our branding expertise.
Based on the new strategy, position and target groups Ohlsonsmith developed an emotional platform® to provide a bridge between the strategy and execution stages of the project. The emotional platform expressed the strategic branding work through colour, form, images and emotions so that everyone involved had a clear understanding of the path chosen for the ongoing creative process. The emotional platform was a cornerstone in our work to develop the right identity, concept and communication for the brand.
To illustrate C More's strong individual offers in drama, film, children’s programming and sports, we gave the logotypes and themes of each channel a different colour and when all these colours come together, they create a the colour explosion and C More logotype.
Ohlsonsmith worked in collaboration with the brand and business strategy agency Georgson & Co, which developed the brand platform, and Dallas Motion Agency, which implemented the new brand and visual identity in the 27 channels in the Nordic region.