Antena 3 renews its image with fresh continuity

The new continuity of the Spanish chain focuses on three main axes: light, color and brightness, and will be reflected in identifying elements, 3.0 browsers, promo closings, crawl, pathfinder and copy. Antena 3 also re-styles its logo, which has undergone several modifications throughout its two decades of life.

Coinciding with the premiere of his ambitious series the ship, Antena 3 premieres this Monday in prime-time an innovative corporate image that will affect both its continuity and the channel's own logo.

The aesthetic of continuity that Antena 3 is now launching, developed by the Vida en Marte studio together with the Antena 3 graphics department, is marked by light, color and brightness. maintaining the orange color that represents energy and joy. As the main novelty, the visual elements appear on a glass background to give premium quality and character in the era of HD and 3D.

The new image opts for three-dimensional organic and corporeal forms, as opposed to the immobility of the flat forms currently used on television.

Viewers will see, starting this Monday, that all these innovative visual elements will appear on screen in a fluid and integrated way in both recorded and live broadcasts.

New logo

Throughout its two decades of life, Antena 3 has been modifying its initial logo, often coinciding with shareholder changes. Antena 3 TV began its broadcasts during the time of Manuel Martín Ferrand with a slight adaptation of the red and white Antena3 Radio logo.

In September 1992, coinciding with the arrival of Banesto to the chain, the logo changed, adopting the bank's corporate colors and wavy shapes in red, blue and yellow. Already in 1997 with the entry of Telefónica, a new redesign was carried out, preserving the shape but in blue tones typical of the operator.

In 2003, some slight modifiers were introduced, alternating throughout all these years until today various shades that have ranged from white to orange, passing through gray.
Now, the arrow shape is accentuated, taking precedence over the interior “A”, maintaining orange as the corporate color.