Keep the public’s rapport with the existing brand, but bring movement and modernity. In addition to the renewal of the content in our schedule, the idea is to let the audience perceive this innovation via the new logo, bringing a different look to a famous format and turning the familiar into something new.

The final logo was based on the need for movement, following the world’s dynamism. The light and dark colors refer to day and night. The internal citric and intense colors, in an upward movement, represent our content diversity. Finally, we chose white for the brand as it corresponds to the blending of all colors. We call the new brand “Branquinha” (Little White).

The new brand was published in magazines totalling more than 1,819,213 ads, reaching more than 16,930,235 readers.

Concerning the channel audience, on launch day, April 6, from 8:30 PM to 11 PM, we registered a 43,436,276 reach and 17,413,642 viewers. Around 37 million Brazilian viewers were reached by the launch of the channel logo.

Until April 22, the new logo was inserted in our broadcast programming 8,738 times all over Brazil.

The launch of the new logo received more than 5,500 testimonials on social medias. The white color drew viewers’ attention and led to discussions and testimonials online.