Sky Max is the brand-new destination for Sky’s blockbuster entertainment content. We partnered with Sky Creative to create the Sky Max brand signature. With a focus on encapsulating the super-charged energy of the new brand, we developed an expressive moving asset.
Focussing on the logo, we explored its character, colour and behaviour to create a striking neon environment ident. This ident exists across all of Sky’s broadcast and digital platforms, so we set it against a simple, contrasting background to allow the vibrancy of the signature to take centre stage.
Our initial involvement saw us working closely with Sky Creative in a series of week-long design sprints to explore their logo designs in 3D. We then moved into explorations of colour, texture and behaviour as the logo form became fully formed. From here came the neon light, fibre-optic style of the final ident.
The signature works both independently and alongside Sky’s other brands and shows. Whilst eye-catching on its own, the fast-paced signature can also blend into live-action or stills, merging the brand’s visual identity with its content.