Astral Media Inc. is launching a new brand identity. Astral made a strategic decision to refresh its visual identity in 2009 to reflect its new corporate profile, evolving culture and expansion across Canada. The company will now operate publicly under the Astral name while the legal corporate name remains Astral Media Inc.
“Astral has grown significantly over the past two years adding diversification to our media product offering, and extending our reach across Canada,” said Ian Greenberg, President and Chief Executive Officer at Astral. “Our new identity reflects the attributes of our unique culture, focused on providing innovative and tailored advertising solutions to clients, and on delivering rich and exciting content to consumers through a variety of platforms all across the country. Most importantly, it recognizes our exceptional people without whom none of this would be possible.”
Astral’s new brand image represents the company’s diverse assets, decentralized yet disciplined business model and the knowledge, passion and imagination its employees bring to the marketplace. The vibrant colour palette and creative shape of the new logo are designed to convey human warmth and emotion, within a defined and responsive structure that is grounded and resilient.
“A new brand image is a powerful tool to communicate a company’s story and key differentiators in a way that encourages employee, partner and consumer engagement,” said Alain Bergeron, Vice-President, Corporate Communications and Chief Marketing Officer. “We wanted to showcase the personalization and flexibility in our market solutions, and convey a much better understanding of Astral – our people, media properties and the dynamic services and products we provide.”
Astral commissioned Toronto-based Juniper Park, a creative agency specialized in branding strategy, design and advertising, to collaborate with Astral in a 12 month, research-based brand assessment and redesign process.
The new Astral brand identity will be rolled out across the company’s family of properties, including specialty and pay television, radio, out-of-home advertising, and digital