Comprehensive visual and sonic rebranding for Chile's most valued television network, evolving a legacy brand into a minimalist, multi-platform powerhouse.
(CLIENT)
Canal 13
(SERVICES)
Branding
Broadcast design
Motion Design
Strategy
Canal 13 is the most valued brand in the Chilean television industry, making any change a delicate balancing act. The challenge was to project a modern and avant-garde image reflecting its multi-platform reality—from broadcast to digital—without alienating an audience that has trusted the network since 1959. We had to inject modernity into a brand deeply rooted in tradition.
We developed an expansive and plastic visual language based entirely on the logo's geometry. This minimalist system allows the brand to adapt organically to any format, creating a visual universe that covers everything from on-air branding to digital marketing needs. We complemented this evolution with a new sonic identity: a fresh, flexible, and welcoming auditory signature that instantly identifies the network in the new digital ecosystem.
The new identity successfully repositioned Canal 13 as a flexible and contemporary player in today's media landscape. The minimalist approach led to higher brand recall and a superior perception of quality. The transition was enthusiastically received, allowing the network to not only maintain its leadership as a "Citizen Brand" but also to project a unified and coherent graphic voice across all its signals and digital platforms.
24/7
A brand design structure prepared for years of broadcasting
100%
Toolkit covering the entire network
3rd time
Feels doing a design branding process for this tv masterhouse
