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Graphic Design / Motion Design — 2015 · Studio Commission

ELO TV

The ELO TV channel ident: three slanted white bars forming an italic E with a presenter in a red beaded dress masked inside the letterform, and a red parallelogram carrying the lower-case tv tag, set on a black field

A 2015 brand identity and broadcast motion package for ELO TV — logotype, stationery system and a kinetic on-air ident built around the channel's slanted wordmark.

The identity centres on a forward-slanting ELO wordmark carrying a halftone velocity trail and a red parallelogram “tv” flag, tuned to read at broadcast scale and in print alike. The system extends across stationery, business cards and promotional surfaces, with a pixel-shatter motif carrying the brand's digital edge.

For broadcast the mark becomes a kinetic ident: the letterforms open as apertures over live-action footage of presenters and performers, resolving frame by frame into the locked logo. The package was delivered as graphic design and motion design for the channel's 2015 launch.

ELO TV logo on black: the italic letterforms built from three slanted white bars, a grid of white pixels dispersing to the left off the E, and a red parallelogram carrying the white lower-case tv tag at right.
ELO TV ident frame: the letterforms used as a window onto a man in a grey tweed suit, yellow shirt and red knitted tie, cropped from the chin to the chest, with the red tv parallelogram at right.
ELO TV ident frame: a black-and-white portrait of a man with dreadlocks resting his chin on his hand, his face masked inside the slanted white letterforms and a red tv parallelogram at right.
ELO TV stationery on dark grey: a white letterhead with the red mark, a red pixel cascade down its lower right and a red contact footer, above a deep-red Ben Larbi card with a reversed white mark and a pixel field, with front and back portrait cards below.
ELO TV stationery in the white variant: letterhead and business cards on dark grey, the red mark and red Ben Larbi contact block on white, a white card carrying the red pixel cascade, and a reversed white mark on the grey ground.
ELO TV ident frame: a woman in a red beaded dress revealed inside the slanted ELO letterforms on black, with the red tv parallelogram set at right.
ELO TV ident mid-animation: a single slanted E letterform masked over a man's grey tweed jacket, yellow shirt and red knitted tie, with a small red tv parallelogram at right.
ELO TV ident mid-animation: the masked suit composition again with the red tv parallelogram enlarged to roughly double its size against the tweed, yellow shirt and red tie.
ELO TV ident frame: the letterforms stretched wide across the black field, the man in the tweed suit and red tie masked at the left and a blurred street scene bleeding through the right-hand bars.
ELO TV ident frame: a man in a blue blazer, green shirt and patterned tie looking into camera through the silver-grey letterforms, the pixel trail at left and a red tv block at right.
ELO TV logo overlaid on live footage: a white letterform lock-up across a singer with one arm raised, sunglasses and a microphone in hand, washed in blue and magenta stage light.
ELO TV ident frame: a basketball player in a red Bulls jersey caught mid-motion inside the white letterforms, the pixel trail dispersing at left and a red tv block at right.
ELO TV ident frame: a bearded performer singing into a microphone, his face and the stage gradient masked inside the letterforms in magenta and violet, red tv block at right.
ELO TV ident frame: a smiling bearded man wearing strung yellow and white beads, his portrait masked inside warm cream letterforms on black with the red tv block at right.
ELO TV ident frame: a woman with short hair and drop earrings looking into camera through neutral beige letterforms, the red tv parallelogram set at right.
ELO TV ident frame: a footballer in a white jersey looking upward, the desaturated grey letterforms masking his face and shoulders against black, red tv block at right.
ELO TV mark on white: the slanted red ELO blocks with a dash and pixel trail dispersing to the left, and a small red parallelogram carrying the white italic tv tag beside them.

Film

The eight-second ident: a bloom of light opens the top bar of the slanted E, the three bars unfold onto a presenter in red, and the red tv chip resolves its letters before the mark holds and fades back to black