CanWest rebrands Global
By Adnews Staff
CanWest MediaWorks has begun a program to update the Global brand in an effort to position the television network as the place "Canadians turn to first for news and entertainment." The program includes a redesigned, more angular logo to replace the crescent logo Global has used since 1997. The network's visual identity will also be updated through its newscasts, advertising and other on-air materials. The new branding will be introduced during the broadcast of the Super Bowl on Feb. 5, 2006. "We are introducing much more than just a new Global logo on February 5," said Walter Levitt, senior vice-president of marketing for television and radio at CanWest MediaWorks. "We're launching a completely reinvigorated brand with a fresh visual identity that's representative of a new attitude and a new promise to viewers. In an increasingly fragmented media landscape, network television continues to have the unique ability to shape everyday conversations around the country. The creative inspiration for the new logo and visual identity came from the 'greater than' sign, and represents our goal to provide viewers with greater insight, greater perspective and greater understanding to help stimulate those conversations."