AXN gets new look and feel

Sony Pictures Television (SPT) Networks, Asia has launched a refreshed visual identity for AXN with a new look that aligns with the channel’s current programming focus.

The new branding, including a new logo, graphic elements and marketing campaign, will roll out across AXN’s on-air and online platforms just prior to the premiere of The Voice Season 9 tonight.

“While AXN continues to be the pay TV destination for action, we are also tapping into an audience seeking content filled with intrigue, passion and heroes,” Hui Keng Ang, senior vice president and general manager, Sony Pictures Television Networks, Asia, said.

“Our new look aligns with that programming sensibility and speaks to today’s viewers, who are connecting with our brand across linear and digital channels, as well as social media.”

AXN’s new logo features a custom-built avante garde typeface, accentuated by a three-dimensional pyramid, which is a classic shape associated with mystery and the convergence of energy, bathed in striking shades of red.

The network’s new “Redefining Action” campaign, which will roll out simultaneously with the refreshed brand identity, underscores the channel’s focus on programming defined not by a particular genre but by an overall attitude -- intense, intriguing, smart and unexpected.

Complementing the new look, AXN has a line up of new and returning series to get viewers excited for the fall TV season. This includes drama Quantico, starring Bollywood icon Priyanka Chopra; a show where one of the group of FBI trainees at Quantico is suspected to have plotted a massive terrorist attack.

The Blacklist Season 3 is all about redefining action with Elizabeth Keen (Megan Boone) finding herself on the FBI’s most wanted list and on the run with Raymond Reddington (James Spader).

On September 22, reality TV sensation The Voice Season 9 kicks off with mega music stars Pharrell Williams, Gwen Stefani, Blake Shelton and Adam Levine coaching a new crop of singing wannabes.