Groupe Média TFO Reveals Fresh Branding for a Multi-Screen World

 

Le Parc Design
Toronto, Canada
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Juniper Park\TBWA
Полный комплекс услуг
Toronto, Canada
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Groupe Média TFO is excited to announce the launch of their new visual identity and TV channel redesign aimed at refreshing the media company for the multi-screen world. The new visual identity is intended to convey TFO’s digital transformation while nodding to its position as the leading destination for audiences seeking educational and cultural content in French.

 

In a world where people are accessing content through multiple devices on-demand, it is integral for a media company and its sub-brands to have a fluid brand identity that is cohesive across mediums. With this in mind, TFO tasked Juniper Park\TBWA and Le Parc Design with refreshing its corporate identity to reflect its ongoing effort to bring its content, innovation, and platforms to all Ontarians in light of modernization.

 

With support from Juniper Park\TBWA’s strategy team, who carved out a renewed brand architecture and positioning, Le Parc Design developed a substantial, multi-brand, multi-platform identity inclusive of 2D and 3D animation for its on-screen design, as well as static assets for TFO’s several sub-brands; MiniTFO for kids, FlipTFO for pre-teens, CineTFO, PlusTFO, a new brand covering the adult programming including ONFR+, IDELLO by TFO, its educational digital platform for schools and families, and the LUV, the cutting edge 3D studio of Groupe Média TFO.

 

“Vibrant, colourful, dynamic and welcoming― that is what TFO’s new visual identity conveys, and we renewed it to reach our audiences more effectively. Through the precise work of Juniper Park-TBWA’s team and under the leadership of David Toto, the collaboration was an unparalleled creative experience.” said Carole Nkoa, Chief Marketing and Communications Officer at Groupe Média TFO.” says Carole Nkoa, Chief Marketing and Communications Officer at Groupe Média TFO. “This highly skilled team supported us throughout our digital transformation, and managed to capture TFO’s vitality, because they understood its nature as an innovative and forward-thinking symbol of the Ontarian and Canadian Francophonie. We are very pleased with the results: simplicity, unity and power. It perfectly encapsulates our efforts to become a genuine omnichannel media.”

 

With the brand’s fresh look, the iconic flag shape - which, over time, has become a symbolic banner for Francophonie culture - is preserved and displayed front and center. Based on the geometric typography of the letters, the flag’s proportions were adjusted and the purple colour was refreshed as a brighter version of the same hue. It creates distinctive transitions, across all brands.

 

Throughout the design process, typography was the frame on which all wordmarks were built and then customized. The same principle was used for each sub-brand, giving it a new face while retaining recognizable qualities.The wordmark for each was “stamped” with the TFO flag shape, to clearly convey it is a member of the “new TFO” family. A graphic universe was then created for each brand, providing a personalized toolbox that would be identifiable in all their respective communications.

 

“The TFO brand has a rich history, and to honour this we created various brand expressions from simple animated 2D interstitials to textured, and 3D break fillers, that exudes its playful and inclusive characteristics,” saysNathalie Cusson, Creative Director at Le Parc. “The result is a family of brands built on the same framework but bearing their own unique personality.”

 

For MiniTFO, which is targeted to small children, the team also created the “Mini friends” who are now part of the visual language, using the 2 letter “I” in the word Mini.

 

The brand refresh is the first of many new and exciting announcements from Groupe Média TFO as it looks to continue its transformation to address changes brought on by a multi-screen world.

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