• Transform magazine
  • June 22, 2024


Cable network company Starz comprehensively rebranded by Loyalkaspar

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The American television network, which is owned by Lionsgate, sought the help of Loyalkaspar to devise a brand strategy, voice guidelines and design system. The agency’s work also involved the creation of a new logo which is now active in the US and internationally across its linear channels and streaming app.

Recognising that Starz was committed to representing a range of voices both in front of the camera and behind, the agency became drawn to the idea of a prism as the brand concept with its many sides. The ‘rich, immersive’ design system therefore paired well with the network’s streaming app and linear channels, allowing the mood to be set for the viewer.

The new, far bolder logo was designed with more colour, replacing the previous monochromatic design to evoke confidence and create greater stand out. The updated logo utilises a teal colour with ‘glint’ – a hot yellow/ green highlight – acting as an accent colour.  


Anna Minkkinen, executive creative director at Loyalkaspar, says, “We approached the logo less as reinvention and more as a kind of ‘remastering’. We wanted to evolve the previous logo and create a confident, harmonious word mark that would be bold enough to successfully pop at small scales and across all media. The stronger forms and perfected angles of the new logo inspired us to use its outlines in dynamic ways across the brand’s motion language.”

Elsewhere, ‘Just you watch’ became the campaign line as a means of ushering in the rebrand across digital ads and spots. Along with speaking to the spirit of the brand, they highlight Starz’s latest offerings.

Minkkinen adds, “What we loved about the line ‘Just you Watch’ was its implied bravado. It’s something you say when you know you have something amazing to share that you know will open people’s eyes and minds. It suggests that something special, something unexpected is about to be revealed.”

Loyalkaspar was also responsible for refreshing Starz’s audio branding alongside music studio You Too Can Woo.