HBTV 2015 Channel Rebrand - Ident - Culture
Hubei is situated in the central region of China, a location where the Yangtze river and Han river meet. It is a center of economical and cultural activities, a reflection on the importance of the rivers. To Hubei, water is of utmost importance. JL DESIGN, in the 2015 refresh of HubeiTV, uses water as the main design element - from water droplets to ripples to bubbles to waves. Water as a vessel, carries with it, the hopes and dreams of the people of Hubei. The channel dents are based on the focus of HubeiTV’s programming, namely; news, culture and lifestyle. For the News Ident, the ripple represents influence. For the Lifestyle Ident, the splash made by the young man, together with the bubbles depict a younger, lively and more modern Hubei. For the Cultural ident, the skirt extends into a wave, symbolizing the beauty of Chinese culture and its reach.