Freeview updates television service and brand

Freeview’s evolved visual identity will support its new positioning as an up-to-date and fresh television service.

Freeview will launch its new connected TV proposition with a rebrand that communicates its new offering. A Freeview representative speaking at the launch event last week said, “Our customers want and expect Freeview to evolve”. The new visual identity will demonstrate to stakeholders that Freeview is changing.

In the new design the brand evolution manifests itself as a logo that maintains the rounded edges and red colour of the previous logo, while incorporating the new elements created by brand agency DixonBaxi. A Freeview representative says, “The new look will reassure viewers that Freeview is fresh and keeping-up with the times”. The consistent brand message is that Freeview will continue to make new technology available to a mass market.

The new brand is designed to stand out in a crowded marketplace. Freeview aspires to make Freeview Play the new mainstream TV. It offers viewers on-demand programming, free of subscription. The Freeview brand is strong enough to drive this new service, says a Freeview representative. They add, “What we’re aiming to do is really lean into Freeview’s heritage”. Which is why the TV service’s name remains unchanged.

Freeview was previously known as the affordable and accessible alternative to cable television, but with more and more people opting for all-inclusive subscriptions with broadband providers, such as Sky or Virgin Media, Freeview has made the decision to change its offering and find a new niche for itself.

Almost half of the UK population still receive television for free, Freeview, which launched in 2002, serves 19m UK homes. The new service will offer access to on-demand services such as BBC iPlayer, 4oD and ITV Player. Although it will still be available to buy separately in a box, it will mostly be integrated into television sets.

The new brand will be implemented later on in the year. Manufacturers and timings will be revealed in due course.