Quest, the male-skewing free-to-air factual entertainment channel, gets a new lick of paint.
Now five years old and rapidly growing, there was a need to refresh the identity around Quest’s new channel position ‘Where Fact is Bigger Than Fiction’, designed to build a more confident and playful relationship with viewers.
The new marque resembles a map marker, to signify that you have reached your destination, and comes to life through the channel’s on screen package. Always anchored to a central point, it signposts and activates all information with clarity, fluidity and wit. The mango and charcoal livery is optimistic, simple and distinctive within its market.
For the on-air idents, we created an ’emporium of stuff’ to reflect both our viewers’ interests and their innate curiosity: The objects within each world relate to our core content and passions – while the new logo is hidden – “Where’s Wally” style – within each scene, setting up a ’mini quest’ for the viewer.
To add to the subtle humour and hobby-based feel, the audio is designed to give the impression of someone singing to themselves under their breath – the kind of thing you would do if you were pottering around.
The new identity launched across all platforms and media in April 2014, and represented the latest collaboration between Harriman Steel and the Discovery Creative London agency. We hope you like it.