Scottish TV and Grampian TV re-branded by Elmwood

24 May 2006

stv, the new unified identity of broadcasters Scottish TV and Grampian TV, will be revealed at stv studios in Glasgow and Aberdeen today (Wednesday).

The two broadcasters, owned by SMG plc, are effectively ITV in Scotland, delivering the ITV network feed together with regional news and sports programmes.

TV viewers across Scotland will switch on to a new look for their favourite peak time TV stations from next Tuesday (30th) with the launch of stv, the most dynamic re-brand in the history of the channels.

The new brand positioning is based on a vision to be Scotland’s essential source of information and entertainment. The identity is based on a contemporary blue ‘s’, which hints at bringing all of Scotland together whilst reflecting both the new positioning and the heritage of the Scottish TV brand.

The new positioning, identity and brand guidelines have all been developed by Elmwood’s Edinburgh office, working closely with the client’s in-house marketing team. Applications of the new brand include new liveries for vehicles, stationery, staff uniforms and a brand booklet for all members of staff. Elmwood has also had creative input into the design of new TV sets, building signage, the on-screen idents, the launch campaign and the forthcoming new stv.tv website.

A range of new on-screen idents combine new faces with stunning locations across the country to represent a fresh, contemporary Scotland, centred on the blue letter ‘s’ which will become the symbol of the stations.

The stations have adopted a unified identity following Ofcom’s Review of Public Service Broadcasting, which allows them to broadcast a common television schedule for their non-news programming. 

A single brand also paves the way for stv’s development of a new e-commerce strategy on the internet, mobile phones and other potential new platforms.

stv’s new website, stv.tv, will be launched later this summer and will feature an exciting new range of entertainment, lifestyle, news and sports services. The website will expand over the rest of the year to become an unrivalled, relevant and essential information and entertainment source for people of all ages across Scotland.

Bobby Hain, MD of Scottish TV said: “The creation of stv is an exciting but common sense move for us.  The future for stv is not simply one based on TV – the new stv will adapt to the future needs of the Scottish community, offering a range of up-to-date, relevant and enjoyable services. We hope that stv will become the essential source for everyone’s entertainment, information and lifestyle needs.”

Derrick Thomson, MD of Grampian TV said: “Our current on-air look launched in 2000 so the time is right for an update. By creating a single recognisable brand, alongside a successful e-commerce business, we will be well prepared for a fast moving, multi-channel and mobile digital future.”

Elmwood Edinburgh’s MD Nick Ramshaw has been working on the project with his team for over 9 months, but is still excited by the work and the prospects for the brand: “This has been one of the best projects I have ever worked on. The SMG guys have been great to work with. They have been brave throughout, helping us to push the boundaries, to make a significant difference and have been aware throughout of the wider brand opportunities.”