A new brand experience for Sweden’s film and sport lovers
C More is a leading provider of premium movies, series and sports in the Nordic region. However, they had low brand recognition and declining number of subscribers. We were asked to develop an overall concept and visual identity that would help C More become more inspiring and personal. We were also asked to enhance customer recognition and create clearer visual ties to TV4, Sweden’s most popular TV station which is part of the same entertainment network.
Much of the streaming market is algorithm based and impersonal. We saw an opportunity to create an identity with a human touch in a digital world. A strategy shared across TV4’s entertainment network (which includes C More and TV4 Play).
C More needed to stand out from a competitive international market by being passionate, local and personal. A bold and flexible identity was necessary to build brand recognition. A clearer visual tie to TV4 could be made by sharing visual elements such as the custom-made typeface Quattro the emoji-rich icon set and their famous colour red. (See more under execution)
The layout system draws inspiration from one of the most common digital interactions in people’s lives, online messaging. This connotation is further established through the chatty tone of voice, the friendly custom-made typeface and the emoji-rich icon set. The logotype with its glowing C reflects the world of film, the light in the cinema darkness with shadows and three dimensional effects. It’s dynamic and playful – adapting to different genres by taking part in the entertainment.
Some results since launch:
- Brand recognition: +100%
- Preference: +295%
- Number of subscribers: + 24%
The new logotype with its glowing C reflects the world of film, the light in the cinema darkness with shadows and three dimensional effects. It is dynamic and playful – adapting to different genres by taking part in the entertainment.
The layout system draws inspiration from one of the most common digital interactions in people’s lives, online messaging. The content holders adapts to the content they contain, enabling a flexible layout system.
The typeface named Quattro Sans was specially created for all TV4 communication. It is a friendly, human and contemporary typeface with focus on readability.
The tone of voice is chatty and informal, building on the concept of providing a human touch in a digital world. The custom-made typeface and iconography is combined to further establish the visual ties to the language of messaging.
A comprehensive set of functional and emotional picograms and emojis were created, drawn to complement the custom-made typeface Quattro Sans.