Canada’s Space Refreshes Brand

TORONTO: The Canadian specialty channel Space has undergone a brand refresh both on air and on its website, including a new tagline: It’s all around you.

Along with the new tagline, the network has a refreshed logo and on-air promos. All elements have been produced by the Bell Media Agency. They went live as of 6 a.m. today.

The new look comes as Space launches the original series Orphan Black, which debuts on March 30. The network is also welcoming back Doctor Who and introducing the new programs Top of the Lake, Utopia and Castle.

"Over the past 15 years, Space has delivered engaging and compelling programming to our viewers, and that goal remains the same," said Catherine MacLeod, the VP of specialty channels at Bell Media. "Through this refreshed design, we’re able to give Space a contemporary look with a universal appeal that can evolve with the programming while still reflecting the essence of the channel."

"The goal with this rebrand was to move the core idea of the channel out of outer space and bring it into the world here on Earth. We wanted to separate it from the old notions of niche sci-fi, and instead celebrate and embrace the mainstream appeal of genre programming," added Justin Stockman, the executive director of marketing for specialty channels at Bell Media. "This programming is imaginative entertainment that’s smart and sexy, and we wanted the brand to reflect the same contemporary and trendsetting attitude that our audience possesses. The Bell Media Agency led by Jon Arklay truly did an outstanding job of bringing this vision to life."