Brand Name: Klan Plus TV
Industry Type: Telecom / Media
Work Required: Branding / Digital Branding
TV Klan is a commercial television channel with national coverage based in Tirana, Albania. TV Klan is part of a larger media group including Koha Jone (Our Times) newspaper, Elegance Magazine, Radio Klan, TV Klan Kosova, and ABC News (Albania). In 2002, the International Organization for Standardization (ISO) rated TV Klan as the highest-ranking channel in Albania with 21.5% of audience share. Starting as a joint venture of a group of French businessmen, the channel was one of the few cases of foreign media ownership in Albania. As of 2006, TV Klan covered approximately 45% of the national territory with analogue signal. The channel is available in Europe through the DigitAlb platform and in North America through Globe Cast World TV. TV Klan is widely known for its long-standing political show “Opinion” hosted by Blendi Fevziu, entertainment productions such as “Takimi i Pasdites” (the afternoon show) hosted by Rudina Magjistari, and X-Factor Albania, as well as a wide range of co-productions. In March 2012, TV Klan became the first national TV channel in Southeastern Europe to begin broadcasting in HD without charging additional fees to customers. The channel launched three other HD channels including Klan Kosova HD and ABC News Albania HD. In addition, the station is known for being the first in Albania to own a satellite newsgathering mobile broadcasting studio.
In a competitive landscape, undergoing rapid and wide-ranging technological changes, TV Klan chose to redesign its brand to make its image more appealing to the audience. TV Klan approached Vatra with the challenge of revitalizing the brand by bringing it to a functional shape that was aesthetically correct, and giving it organized brand identity. The brand identity, however, had been disorganized from the start, lacking even basic elements such as a brand identity user guide. Vatra was challenged to organize the brand and their visual image while preserving the symbol and existing shape of the channel logo. Apart from the brand redesign there was a great volume of work to be done with seasonal TV jingles, branding and jingles for the separate TV shows , including the flagship shows “Opinion”, “Takimii Pasdites”, “100 Vjet Muzike” and other long-standing shows.
Based on the understanding that was generated by working closely with TV Klan’s marketing team, we created a refreshed visual identity image and we solved the logo and symbol standing character into its new HD broadcasting. The revitalized logo was a result of organized work defined by simplicity and clarity. Keeping the same general shape of the brand and symbol but refining them in details made possible their continuous recognition by the audience while projecting a new more aesthetically pleasing impression for the viewers. The channel jingles and the logo animation were developed in progress considering TV Klan’s mission to build a platform of entertainment and information based on the latest broadcasting technologies. The logo animates under the glass effect in red color tones, creating an impressive appearance on an HD screen. Simple fragments, funny actions or clever frames from nature and real life were chosen and used combined with logo animation for the four seasonal jingles. “Takimi i Pasdites” hosted by Rudina Magjistari is a well-loved entertainment and informative daily afternoon show . The target audience is the whole family, but with an increased focus on women. Considering the target audience and the character of this show, Vatra designed the identity colorful in simple harmonic shapes. The playful typeface is designed to unify with the rest giving a positive impression to the audience. “Opinon” is the first and most watched political show in Albania, which first aired in August 31, 1997 anchored by Blendi Fevziu, is still ongoing. An invited panel of guests debate and analyze the most important current issues in the social and political life of the country in the studios of TV Klan. Its personality and forceful presence on the Albanian debate scene is presented in the dynamic retouched typeface of the identity of “Opinion”. The dynamic glass effects reflect change, energy, power, transparency and intensity; all the components of a good political and social show. Music is part of history, and brings emotion, so for TV Klan’s new production “100 Vjet Muzike” (A Hundred Years of Music) Vatra converted those values into symbols, designing the identity of this show from notes of music making them form the number 100. Warm colors of ocher and brown tints involve and bring together the sense of passing years, memories and beautiful melodies.
“Vatra’s integrated approach has been extremely important, from the redesign of our logo through to our full identity and video visual concepts, by providing a seamless consistent brand message through all the different touch points of Klan Television.” – Mr. Eptan Loja, Head of Marketing at TV Klan.