betty Launches Rebrand Designed By The Council

TV indie betty has rebranded with a new logo, on screen ident and website which reflects its content as the producer of shows including The Undateables, Tricks of the Restaurant Trade and Bear Grylls: Mission Survive.

The rebrand was carried out by The Council. Ten 4 worked with the new identity to design the new betty website.

The new ident can be seen on the end credits of ITV’s Bear Grylls: Mission Survive and the latest series of Channel 4’s Obsessive Compulsive Cleaners.

betty joint managing directors Neil Smith and Matthew Littleford wanted to rejuvenate the betty brand and create something which would sit on multiple platforms.

Matthew Littleford, joint managing director, betty, said: “We felt it was time for a refresh and a rejuvenation of the brand. As much as we loved our old pink logo we wanted something which was less gender specific and more reflective of the range of programmes we make – everything from Bear Grylls: Mission Survive and Ugly House to Lovely House with George Clarke to The Undateables and The Autistic Gardener. 

“As a creator of well cast, well made programmes, we want to create content that sits on multiple platforms – for us the 2d logo didn’t really reflect that. We wanted a 3d logo that had its own energy and would support the content that we make.”

Kevin Hill, creative director, The Council, said: “betty approaches stories from a unique perspective, drawing the audience in and taking them on an enlightening journey, challenging and changing perception in the process. The new identity needed to embody these attributes through the design and animation of a new logo, by creating a sense of movement and discovery through the marque.

“Our solution was to develop an in an icon that is an intriguing mix of simplicity and complexity. Multi-faceted, it brings about alternative views, while the strong geometry of the graphic ‘b’ reveals pathways to the betty word marque at the centre. A warm signature red was chosen not only to reflect the heritage of the previous icon, but convey betty’s masculine and feminine qualities in equal measure.

“Above all, we felt passionately that the new visual identity for betty should encapsulate a robustness and willingness to tackle unconventional, challenging subjects with unabashed confidence, combined with a light-hearted and playful human touch."

ENDS

About betty

betty makes high quality programmes across all popular genres for major global broadcasters including The Undateables, Bear Grylls: Mission Survive, Obsessive Compulsive Cleaners, Tricks of the Restaurant Trade and Too Ugly for Love? With offices in London and New York it specialises in creating content to talk about. In 2011 betty was bought by Discovery Communications. Its shows have been sold to more than 63 countries worldwide.

About The Council

Based in Somerset House, London, The Council places a premium on achieving results through originality. Their ethos is simple: using an honest, direct approach to tailor-make charismatic, authentic and effective brands. Recent projects include the off air brand refresh for BBC Lifestyle, the re-launch of HMV in UK, Ireland and Canada, and the global on-screen branding for Bupa.