SKY NEWS ARABIA
2012 BRAND IDENTITY
In 2012, I had the task of launching Sky News Arabia in the Middle East, broadcasting from Abu Dhabi, the UAE.
We had to introduce the international brand to an Arabic audience by speaking their language, and integrating it into the rich culture while keeping a global stature.
Keeping the identity close to the original Sky News glass structure, I created a very clean and modern landscape, giving the impression of a virtual city where stories take place, from politics to business, sport and weather.
By doing so, we conveyed the image of transparency in both our news coverage and our brand identity.
Logo Development
Keeping the look close to the Sky family of logos, I developed an Arabic type based on the Sky logo. This decision made the logo more balanced as it already had 2 typefaces.
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Idents
To enforce the strategy of Sky News Arabia being an Arabic channel with unbiased approach in covering the news, at the same time being global and present everywhere, around 20 bespoke animations were created showcasing the most important landmarks from the region, rendered in a very modern and consistent style. All ideas and animations were done in-house by the Creative team. Two versions of each landmark were created, 10" leading into the break, and 5" cutdown leading out.
Top Of The Hour Sting
Lebanon Sting
Abu Dhabi Sting (Al Dar HQ building)
Dubai Sting (Burj Khalifa)
Abu Dhabi Sting (Yas Marina Circuit)
USA Sting (Capitol Building)
KSA Sting (Faisaliah Tower)
Kuwait Sting (Kuwait Towers)
UK Sting (Big Ben)
Abu Dhabi Sting (Emirates Palace)
Egypt Sting (Radio Tower)
Egypt Sting (The Sphinx)
Jordan Sting (Petra)
KSA Sting (King Fahd Stadium)
Palestine Sting
US Sting (Wall Street)
Sport Sting
Business Sting
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Screen Architecture
The on-screen graphics and screen architecture was very dynamic, fluid and responsive, a style never seen in the region, with an aggressive focus on the social media presence.
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Corporate Video
In collaboration with a creative agency, a launch campaign was created with the concept of "breaking news" and "everywhere" in mind, hence the tagline "now..and from everywhere". The corporate video was all produced in-house.
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Program branding
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Animators:
Saad Ahmed
Mustafa Mezzawi
Latif Ghouali
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Thank you
