Brand Refresh for AXN

CULVER CITY: Sony Pictures Television Networks is set to launch a global brand refresh for AXN beginning now and wrapping early next year.

AXN will remain a pay-TV destination for action, but will have a refreshed visual identity. The refreshed brand has launched in Germany, Spain, Portugal and Southeast Asia, and will be implemented across all 49 AXN channels feeds worldwide.

AXN is expanding its programming focus to appeal to audiences looking for content full of intrigue, passion and heroes. The new branding includes an updated logo, featuring a three-dimensional red pyramid; graphic elements; and a marketing campaign. These assets will roll out simultaneously across AXN’s on-air and online platforms in each market.

The channel is also kicking off a “Live Red” campaign, set to roll out along with the new brand identity. It emphasizes the channel’s focus on programming defined by an overall attitude, rather than by a particular genre.

“Red evokes energy, action, passion and danger,” said Maurizio Vitale, the senior VP of marketing for Networks at Sony Pictures Television, who is overseeing the brand refresh globally. “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.”

AXN is available in 62 countries worldwide in 19 languages. It reaches more than 237 million households.