B.C.’s public educational broadcaster just got a facelift and name change. The “Network” is gone from Knowledge in an attempt to better reflect the station’s new and expanded programming schedule.
Faced with declining viewership, the public broadcaster needed to remind people about what it offered, explained Jeff Harrison, associate creative director at Rethink in Vancouver, the agency responsible for the Knowledge makeover.
“It had a tired look and feel to the brand,” said Harrison. “We needed to really freshen it up, and go in there and try something completely different.”
“In the age of the Internet, we’re much more than just another TV channel,” said Rudy Buttignol, president and CEO of the Burnaby, B.C. based station, in a release.
The rebranding includes on-air graphics, station IDs, and a bi-monthly program guide based on the positioning statement: “Pass it on.”
“The Knowledge logo and identity was developed around the idea that there is this vast world of knowledge which exists all around us,” said Harrison. “This world of knowledge is free and accessible to everyone.”
The old logo—a tree of knowledge—was out of date, he added. The new logo is a “K” that refers to the knowledge at hand.
