As part of Brand Energies on-going rebrand of CCTV1 we were honoured to be asked to brand all News programming on the channel.
Our creative solution was to evolve CCTV1's Arc Energy visual property into 'Data Arcs' to act as a visual expression of CCTV1's News services.
Blue was chosen as the News colour-way in contrast to the multi-coloured backgrounds of the channel's Generic identity sequence - designed by Brand Energies in 2013.
In this way the move from General Entertainment programmes into the channel's regular News programming blocks is clearly identified, whilst keeping channel brand consistency.
This consistency is also supported by music, composed by David Lowe (who wrote the iconic 'pips' music for BBC News) by keeping the channel's music signature but re-interpreting it in an urgent News style.
CCTV1 News identity is broadcast across all of Mainland China.