SINGAPORE – Sony Pictures Television (SPT) Networks, Asia is launching a refreshed visual identity for AXN with an impactful original new look that aligns with the channel’s current programming focus. The new branding, including a new logo, graphic elements and marketing campaign, will roll out across AXN’s on-air and online platforms just prior to the premiere of The Voice Season 9.

“While AXN continues to be the pay-TV destination for action, we are also tapping into an audience seeking content filled with intrigue, passion and heroes,” said Hui Keng Ang, Senior Vice President and General Manager, Sony Pictures Television Networks, Asia. “Our new look aligns with that programming sensibility and speaks to today’s viewers, who are connecting with our brand across linear and digital channels, as well as social media.”

AXN’s dynamic new logo features a custom-built avante garde typeface, accentuated by a three-dimensional pyramid, which is a classic shape associated with mystery and the convergence of energy, bathed in striking shades of red.

“Red evokes energy, action, passion and danger. 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,” explains Maurizio Vitale, senior vice president of marketing, Networks for SPT, who oversaw the network’s brand refresh globally.  

The network’s new “Redefining Action” campaign, which will roll out simultaneously with the refreshed brand identity, underscores the channel’s focus on programming defined not by a particular genre but by an overall attitude — intense, intriguing, smart and unexpected.