Trollback + Company Rebrands Six Channels for The Movie Network

Visual and conceptual creative studio Trollback + Company has created an extensive rebrand of Canadian broadcast network The Movie Network that launched across six channels on April 1, 2008.

The package includes The Movie Network's five multiplex channels broadcasting cinematic entertainment - M, MMore, MExcess, MFun! and MFest - and The Movie Network OnDemand.

Challenged to develop one creative platform that could be integrated into all of the channels, T+Co created a visually restrained package with a versatile language that enhances the individual personalities of the channels, while maintaining the consistency of the package.

The primary navigational element, a single, individual film chip, was derived from the channels' existing logos, which all feature the icon in some form.

"While the icon clearly represents an abstracted frame of film, we intently avoided common filmstrip clichés when applying the symbol in motion," says Joe Wright, Creative Director of Trollback + Company.

"The chip acts as a catalyst throughout the navigation and threads across all channels, representing bold, contemporary and timeless style."

The icon is complemented by an info bar - a graphic band used to hold programming information - that is a vital element of the visual identity, emboldened by its unexpected center-screen placement.

To amplify the voice of the brand, the visual language was combined with an exploration of the network's tag line, "Always Riveting."