Sky marketing director Charles Ponsonby said the rebranding would refresh the existing identity so that it covers all the digital TV giant's businesses. Sky is thought to have briefed creative agency HHCL/Red Cell about creating ad campaigns around the brand identity.
The initiative coincides with a separate move to create a brand identity, including a possible name change, for Sky One. The broadcaster is keen to create a new image for the channel and reposition it as a mainstream entertainment station rivalling ITV1 and Five.
The initiative follows criticism that Sky One's association with low-budget shows, such as 'Ibiza Uncovered', has led to plummeting audience figures and poor demographics for advertisers.
Two weeks ago Sky announced that it is to launch a Freesat platform offering 200 channels for a £150 one-off payment. The move signals its intention to maintain an exclusive brand association with UK satellite TV, in the face of plans for a free-to-air satellite initiative from the BBC.
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