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Channel 13

An identity bold enough to hold together everything a national network broadcasts.

My contributionContributed as part of the Shortcut Playground team throughout the rebrand, from brand strategy through design and execution.

A reel of the Channel 13 identity in motion, by the Shortcut Playground team - the mark assembling from its colored parts, and the color and typography as they run on air.

Client
Channel 13
Role
Brand strategy and broadcast identity
Disciplines
Brand Strategy / Identity / Broadcast
Team
Shortcut Playground (creative agency)

The challenge

Give a national television network one identity strong enough to carry news, prime-time and promotion without breaking character, and legible enough that the teams applying it every day, long after the design work ends, can extend it without asking.

The idea

A bold logo for a bold brand: basic shapes and a confident, pastel-led palette form a flexible visual identity.

The system

A full brand book and channel kit (logo usage, color, typography and on-air functionality) covering every surface a network broadcasts on, so the identity stays consistent across news graphics, promotion and continuity.

The outcome

Rolled out as a complete national broadcast system: logo, brand book and channel kit covering news graphics, promotion and continuity, built so the network’s own teams could keep applying it long after the design work ended.

Role & contribution

I was part of the Shortcut Playground team throughout the rebrand, contributing from brand strategy through design and execution. The logo, identity, brand book, channel kit and on-air motion shown on this page are the output of that team.
The Channel 13 logo drawn over its construction grid: circles, diagonals and guides fixing the proportions of the mark.
The mark is built from basic geometry, so any future application can be redrawn from the same rules.
The “13” broken back into its parts: white letterforms with loose magenta, turquoise and yellow shapes floating clear of them.
The identity assembles and disassembles on air; each component is designed to read on its own.
The finished Channel 13 logo in white, magenta, yellow and turquoise on the network’s deep navy.
The on-air lockup: one mark that has to sit over news, prime-time and promotion without changing character.
The Channel 13 logo in navy and colour on a light background.
The light-ground version, for print and everywhere the identity leaves the screen.
A colour page from the Channel 13 brand book: five swatches with Hebrew names and printed colour values beneath each.
The brand book and channel kit are what let other teams apply the identity without asking permission.

Credits

Creative Agency: Shortcut Playground

Related service Brand Strategy & Identity Systems
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