21 January 2008

[logo_design, pdx_media] KGW Storms To HD With Revised Logo

1272. KGW is now in HD, and it looks very much like the station has remodeled its logo look to go with it.

This doesn't appear to be a radical redesign, as the recent KATU re-ID was. Rather, this seems to be a refinement of the older logo, integrating the typography they've been using of late in the chyron space (the lower third of the screen).


 KGW's Wikipedia page has the old logo, and the entry itself has been edited to say that it was the logo used until 21 January 2008:


 


Today, posted in this entry on OregonMediaInsiders, fellow user Myhousemf posted this image to an open thread (and we've got to give him the credit ... we've been all over the KGW.com site and haven't found it anywhere):


 


What comes immediately to the eye is the depth. There's a hint of the drop shadow lifting the 8 above its background shape. What is most remarkable is the shift in the typography (though not in the 8). As pointed out, it now matches the chyron typefaces.


 What I find most encouraging about this redesign is the re-introduction of the call-sign KGW into the logo, though. I'm old-fashioned in a way – when I was growing up, child of the TV generation, a TV station's corporate ID wasn't complete without a reference to the call-sign. Latterly, that's not been the case; witness all the FOX and CW stations that ID themselves as part of the network, and the CBS Mandate (which I've referred to here before). I like this not. And the Northwest NewsChannel 8 ID didn't work terribly well for me; made it sound more like a pay-tv channel.


The return of the K, G, and W to the Channel 8 logo brings a fresh bit of locativity to the logo. Having a three-letter call is something to be proud of.


(Thanks of course go to OMI for simply existing)


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6 comments:

stan said...

And the first thing I noticed was the nice, tight kerning on those three call letters. That to me subtly suggests "cohesive unit".

Samuel John Klein Portlandiensis said...

You've got the right of it there, Stan. That kerning is particularly skillful, and that's the result they're going for – making three particles come together visually into one indivisible atom.

Anonymous said...

I love the new logo, but they continue to insist on using separate branding for kgw.com. As of this morning, kgw.com has a blend of taglines "Northwest NewsChannel 8, NewsChannel 8", and a mix of logos (new HD logo at top left, old 8 logo at the bottom in the Coming Up box). For someone like me who notices these things, it's VERY irritating.

By the way - have to agree 10000% about the kerning in KGW. Looks sharp. I don't care for their new lower third style, but that's life. Can't win em all. :-)

Samuel John Klein Portlandiensis said...

In the case of the branding, I'm in agreement there.

I enjoy the update. I think it could be stronger. One way would be to ashcan the "NewsChannel" branding. In my compilation of TV logos that I"ve been doing, there's enough NewsChanneling going out there to employ a virtual legion of JZ Knights. The brand's looking pretty overexposed ... and a TV station's news is important, but a TV station isn't just its news division.

The updated typography I enjoy, the way the 8 is in the same type face as before, not so much.

But, as someone once quipped to me, "good is dead". In and of itself, the update works, and its good that the letters KGW have edged their way back into the logo. And that kerning is textbook, sheer textbook. If I were teaching, I'd use that as an example of how to do it right.

Actually, it just occurred to me: the lower thirds style was brought in before the logo was updated ... then the logo was updated, except for the numeral. Maybe they're doing it gradually.

Anonymous said...

Problem with gradual updates is that you either have to grin and bear inconsistency (which is a huge personal pet peeve) or spend more money than you'd like to replacing things like mic flags and reporters' jackets, perhaps more than once.

I've never understood lower third redesigns that result in less information being displayed to the viewer. Unless you're Bloomberg TV, or perhaps ESPNEWS, few outfits run the risk of showing viewers too much data on the screen.

On the topic of the new open, I'm absolutely crazy about how it starts, but then it leaves me a bit unimpressed. Yeah, I guess it's Top-25ish, but it's just unremarkable.

The scrolling screens thing? Looks like someone bumped the Horiz Sync knob. If you want it to have motion, then spring for an animation, not just a constant scroll of a static logo.

OK. I'll give you your soap box back. :-)

Samuel John Klein Portlandiensis said...

@ Anonymous:

Problem with gradual updates is that you either have to grin and bear inconsistency (which is a huge personal pet peeve) or spend more money than you'd like to replacing things like mic flags and reporters' jackets, perhaps more than once.

That and you're never sure what's up next ... or if anything's up next.

Your point about inconsistency is well taken, also.

I've never understood lower third redesigns that result in less information being displayed to the viewer. Unless you're Bloomberg TV, or perhaps ESPNEWS, few outfits run the risk of showing viewers too much data on the screen

I've always thought the "lower third" was a nickname, anyway. It seems to me if they really did use 1/3rd of the screen that would make the area left over look kind of awkward.

They're showing us the action, and well-done chyrons can be supportive, but they should horn in.

I think we agree with each other here.

On the topic of the new open, I'm absolutely crazy about how it starts, but then it leaves me a bit unimpressed. Yeah, I guess it's Top-25ish, but it's just unremarkable

I actually haven't been able to see the open yet. I'll try to hit the 11 pm report. But what you mentioned here allows me to make a comment on an open that works, and I'm naturally talking about KATU's. Not only am I impressed with the new Swan-Flag look of the 2, but the way it appears and then sweeps toward the viewer and separates to reveal the set is perfect.

That's going out strong. If you start strong you ought to end strong.

The scrolling screens thing? Looks like someone bumped the Horiz Sync knob. If you want it to have motion, then spring for an animation, not just a constant scroll of a static logo

Most people I'm reading aren't real impressed with that. One blog I read called it something that made them think of Colbert or the Daily Show, and another reader commented that it seemed a waste of good screens.

Wish KGW would put their newscast up for live webcast like KATU does (don't get me started on KOIN).

OK. I'll give you your soap box back. :-)

Not at all! Feel free to pontificate in future!