In such a competitive, visual marketplace, the identity would have to gain iconic status and be instantly recognisable. The identity had to represent movies, music and books all at once.

We developed the brand identity around a notion to ‘feel good’ as well as a new logo that audiences can identify with instantly across multiple digital and print formats. The associated visual and verbal tone of voice helps to express the essence of the brand: witty, playful, grounded.

The icon is a combination of three separate symbols, each representing one of the three services; a play button for movies, a speaker for music, and a book. When combined, they create the shape of an open 3–dimensional box, as well as a lowercase b.

The brand book expresses what the brand represents and stands for. It has been designed to a size that people would want to keep, and adopts the down-to-earth tone of voice that is an integral part of the blinkbox brand.