The rebranding and graphic campaign for the 18th anniversary of LaSexta, awarded at the Gema Global Awards

LaSexta He has obtained two bronze awards in the Gema Global Awards en las categorías categorías ‘Art Direction & Design – Brand Image’ por el rebranding de laSexta, y ‘Art Direction & Design – Brand ID’s’ por la campaña gráfica del 18º aniversario de la cadena, premios se suman al Gold in Best new design package for a channel or platform, la máxima distinción que se otorga en los International Eyes & Ears Awards.

Los GEMA Awards They are one of the most prestigious international competitions in the field of branding, visual identity and audiovisual communication. Every year they distinguish the most innovative and creative brands, chains and projects on a global level, recognizing excellence in design, strategy and execution. These awards have been consolidated as a international prestige seal, placing its nominees and winners among the leaders of the communication industry and brand image.

For LaSexta, these distinctions highlight the image of the chain, recognized for its style, quality, visual innovation and originality: “They are an important recognition of the creative and strategic effort behind the new identity of laSexta, which reinforces its positioning as a committed, risky, contemporary and constantly evolving medium.” LaSexta's new proposal maintains its essence casual and daring, offering a wide spectrum of visual communication possibilities, adding distinctive character.

The project is structured around a restyling of the logo to infuse it with greater dynamism and harmony, maintaining its recognizable shape, but with subtle variations in its composition. True to its hallmarks, green continues to be the protagonist, but the color range is updated with a more vibrant tone, reflecting the energy and vitality of the brand. Furthermore, we opted for a single color mass for logo, simplifying its reading and at the same time reinforcing its visual impact.

Likewise, a more open and varied complementary color palette, which accompanies the visual development in broadcast, offering versatility to the channel's identity and favoring the promotion of content. In addition, our own typography was created, ad hoc to the brand, which reinforces its expressiveness, incorporating special characters that add a distinctive touch to the visual communication of laSexta.

The Atresmedia Image and Creativity team also developed a new graphic identity system that saw the continuity of the channel in broadcast. The main element of this new animation system is the polymorphic logo that offers us up to 6 brand variations, to give the channel greater character and expressiveness. It is the common thread of the new graphic universe of laSexta since it adopts multiple roles: from being the fly in the channel, to acting as a navigation selector, becoming an interactive element and even offering its variety of forms to create transitions and animations in graphic and product pieces.