BT Vision rebranded by ManvsMachine and Proud Creative

BT Vision, the TV-on-demand service offered by BT to BT Total Broadband customers, has just undergone a graphic rehaul, courtesy of ManvsMachine in collaboration with Proud Creative.

BT Vision, the TV-on-demand service offered by BT to BT Total Broadband customers, has just undergone a graphic rehaul, courtesy of ManvsMachine in collaboration with Proud Creative.

Charged with developing a new identity package for the BT Vision service, Manvs Machine and Proud came up with the idea of creating a V-shaped portal that while representing the V of Vision is also a play button. This device can adapt different colours to represent the different genres of content available – and also adopt different behavioural traits in motion idents – it can float, bounce, skip and jump etc. Here are some of the idents created for the service, three of which (Bubbles, Paint, and Powder) were shot by photographer Jason Tozer:

MvsM / BT Vision Rebrand from ManvsMachine on Vimeo.

“We developed the ‘portal’ as a multi-functional logo icon derived from the theory and principles of light refraction,” says Mike Alderson, creative director at ManvsMachine. “It reinforces the ‘V’ of Vision, effortlessly becomes a play button synonymous with on-demand and acts as the window through which all content can be projected and represented.”

While ManvsMachine worked on the filmed and animated idents, Proud Creative worked on the graphic design elements of BT Vision’s new identity, including the logos, a typeface and colour palette for the identity.


Design ManvsMachine & Proud Creative
High speed photography
Jason Tozer


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  • Luke Jones

    Really like the new type used in the logo and the literature. The colourful powders look great too, I’m a sucker for hi-resolution television splashes.

  • Jerry

    Nice, clean, brightly coloured fun

  • Barry

    Black on purple in the master logo? Really? The lack of contrast is appalling, you can barely make out the ‘o’ the the example in the top left corner.
    And again in the vision planner above.

    Pretty basic mistake I’d say.

  • Matt

    “We developed the ‘portal’ as a multi-functional logo icon derived from the theory and principles of light refraction,”

    This actually makes perfect sense but still reads like preposterously obnoxious bullshit. Excellent motion work though, and really fantastic photography. I assumed the coloured liquid was brilliantly rendered fluid dynamics until I saw Jason Tozer’s work for Canon!

  • VW

    Yeah, I quite like it. Has an Aol, Universal Everything feel to it (the animations). I don’t mind that.

    It’s just unfortunate that no matter how great this work is, it doesn’t make up for the lack of quality in the product ie. it’s terrible.

    The powder is my favourite because it has a ‘real’ feel to it, where the others just seem too CG.

  • Nicholas Maroussas

    I’m a big fan of Man vs Machine and Proud Creative and this work sets their usual high standards. The 3D studio look is obviously very popular at the moment but you can understand why; so clean and fresh. I think the atom building ident is my favourite because it’s the most original. The ink and powder are beautifully done but I wonder if they could have come up with some more unusual treatments like the atoms.
    I did the post for DunningPenneyJones when they designed the idents for BT Vision a few years ago; it was all animating lines of flat colour as we weren’t allowed to use any gradients due to the compression they used to broadcast. Clearly this wasn’t an issue this time around……?

  • Ben O’Brien

    This does all look very slick here, but the CR blog (as lovely as it is) isn’t where designs should shine at their best… we have BT Vision at home and the new branding looks terrible serving it’s function on-screen! With the washed out grey and overly strong purple the menus look awful, it looks as if the entire system is about to fade-into nothingness, as if piped directly from a weak TV set in 1985 (when in fact it’s on a one year old Sony Bravia). When it first switched over we thought our 1 year old son had been playing with the contrast buttons. I really like the ad, and it’s great to pull new customers into your service with a rebrand, but if they sign up and start having to use menus that look as weak as they do, these customers may not stick around!

  • EmmO

    V nice indeed.

  • Sonny

    Is it a new Sony Bravia advert

  • Chris

    Totally agree with Ben, considering the user interface is the core touchpoint you would think they would give that the most consideration. I also have the system and at first I thought it was in ‘safe mode’, or something had gone wrong!

    BT have a long way to go if they want transcend their clunky, public utilities brand perception – consumers are way beyond surface value.

  • Laura

    I can’t read the new menus at all and thought it was a fault. I can barely read the text. It looks cheap and it is so unpleasurable to look at it makes me not want to use it at all.

  • Garrett

    I’d wholeheartedly agree that this is slck, well executed and exudes a high degree of competence. (Although, like Barry I am also a little puzzled at the black on purple rendition shown.)

    In terms of positioning I admit to being puzzled, it is not a break away from anything else in the space, which generally speaking is what we are looking for a re-brand to do?

    If the intention was to make BT feel like a TV company – because the research told them consumers simply could not accept BT as such, this positioning makes perfect sense to me. Otherwise, I’m not entirely sure what the strategy is aiming for, and I guess we can’t expect BT to share that with us here.

    As always this is the difficulty in seeing and judging the work on visual terms and out of it’s context.

  • milo

    Yeah it looks very nice. Just reminds me a lot of the AOL stuff from a while back.
    But nice work all the same!