NOW TV is Hong Kong’s largest interactive 24-hour pay-TV service, offering the usual general entertainment features such as movies, news and sports along with Internet and video games. When it made its move to high-definition (HD), the channel wanted to adapt the existing logo to reflect this new feature.

Discover + Develop + Deliver
By placing “HD” alongside “NOW” and centering the small “TV” tab, it allowed for a visual separation in order to make sense of this new logo as a sub-brand of the main one. The logo was then taken into a 3D space and a 5-second animated sign-off tag was developed for on-air use as an identifier and a promo for HD programmes. The work was well received and went to air immediately.