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Broadcast / Graphic Design & Motion Design — 2013 · Viasat 1

Viasat1 Breakfast Show

A 2013 broadcast branding pitch by RDVS. DESIGN for the breakfast show on Viasat 1, built from a coffee-cup logotype, a teal and yellow palette, a typeface sheet and a storyboarded set of morning-routine film frames.

This was a studio pitch rather than a commission, so the team set its own brief: give a daily morning programme an identity that could survive being seen early in the day, on a small screen, in a rush. The answer was built around one object and one feeling, coffee and warmth.

The identity is organized as a two-colour system split down the middle. A pale sky blue carries the wordmark and the information screens, a saturated yellow stands for the food and the light, and a deep teal anchors the reversed version. Thin white diagonal rules cut across every layout to bind them.

The mark itself is a cup drawn in a few strokes with three lines of steam, legible even as a bug in the corner of a live feed. Existence supplies the wordmark and the on-screen text, its light weight for long words and its bold for names and running times.

Nine plates present the pitch in order: a food mood board, the logo on blue and on teal, a typeface sheet, a studio frame with a presenter name strap, two programme line-up cards and a twelve-frame storyboard for the opening sequence. The set was published online in 2013 as a proposal.

The project was published as VIASAT 1 BREAKFAST SHOW BRANDING — RDVS PITCH — RDVS. DESIGN; the full set is on Behance. The film above is the motion piece from that gallery.

Mood board of four breakfast photographs in warm gold light: tea poured into a cup, scrambled eggs and sausage on toast, buttered toast beside a soft-boiled egg, and pastries with fruit, with a small stacked wordmark top left.
Logo presentation on a pale blue field: a white line-drawn coffee cup with three strokes of steam beside the stacked words The Breakfast Show, a curved yellow band across the base carrying the caption Brandproposal.
Two-panel logo sheet: the same cup mark in colour on a white ground at the left and reversed in white on deep teal at the right, each with The Breakfast Show set small beneath between arrow flourishes.
Typeface specification sheet: AaBbCc01234 set large in teal over the caption Existence light/bold, then the full alphabet in upper and lower case and the numerals shown twice, once per weight, with the wordmark at the top.
Photograph of a presenter on a studio set, a monitor glowing behind her, with the proposed lower third overlaid in teal and yellow: the cup logo at the left and the name strap reading AmaHAYFORD at the right.
Programme line-up card on deep teal: a splash of coffee arcing into a cup at the right, thin white diagonal rules, and the text The Breakfast Show, Programme line-up, then Sunrise 9:00, Akwaaba 10:00, Drifter 11:30 and Wake up 12:30.
The same line-up card rebuilt in saturated yellow: a fried egg at the top and sausages in a hot griddle below, bokeh light spots behind the text, the segment list of Sunrise, Akwaaba, Drifter and Wake up unchanged.
Storyboard frames 1 to 6 on pale blue: a radio alarm reading 6:52, a woman asleep, waking and stretching, smiling into a mirror, running outdoors and drying her hair, each photograph numbered in its lower corner.
Storyboard frames 7 to 12: a woman drying her hair, reaching into an open fridge, drinking from a mug, sitting on a bed with a phone, a television in a living room, and a final plain teal panel captioned Animated opening sequence.