‘Redefining Action’ rebranding for AXN

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SONY PICTURES Television Networks, Asia (SPT Asia) has launched a new visual identity for AXN to align with the TV channel’s current programming.

The new branding, including a new logo, graphic elements, and marketing campaign, were rolled out across AXN’s TV and online platforms just prior to the premiere of The Voice Season 9 on Tuesday, according to statement from SPT Asia that day.

“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, SPT Asia senior vice-president and general manager, was quoted saying in the statement.

“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.”

The new logo employs a custom-built typeface, accentuated by a three-dimensional pyramid — “a classic shape associated with mystery and the convergence of energy”, the statement read.

Maurizio Vitale, SPT senior vice-president, oversaw the network’s rebranding globally. On the red shades of AXN’s logo pyramid, he was quoted saying: “Red evokes energy, action, passion and danger. We are harnessing the power of that color in a new campaign that encourages viewers to discover and embrace the sense of fearlessness that permeates AXN’s series.”

The network’s “Redefining Action” campaign, meanwhile, “underscores the channel’s focus on programming defined not by a particular genre but by an overall attitude — intense, intriguing, smart and unexpected”, the statement read.

To complement the new look, AXN’s fall TV lineup features “intense, intriguing, smart, and unexpected stories”: The drama Quantico, starring Bollywood actress Priyanka Chopra and premiering Sept. 28; Season 3 of The Blacklist; and The Voice.

The new look and programming schedule may be viewed at