After going through various versions of their logo, Telemundo might have a keeper. It’s bold and they have the programming to back it up.
Telemundo has been going in American homes for 30 years; it began in Puerto Rico 30 years prior as WKAQ in San Juan. It took them a while to get here.
And on an average of every six years, they would do a logo change. Not saying that is a bad thing, but branding in this day and age is a driving factor in how you reach an audience. And in TV, the network logo can be the deciding factor. CBS was identified with just three big letters until the CBS Eye was introduced in the 50’s. NBC used to have a microphone, that evolved into the visually-mismatched chimes which then led to the Peacock, which was retired in 1976 in favor of a big red/blue N and eventually the peacock made its way back. To this day, they still used their famous chimes. ABC was just the letter A until the ABC Circle was introduced in the 60s. Even Univision had a couple of changes when they changed from Spanish International Network (SIN) to their current name. In the early days it combined the shape of the letter U with the Televisa Eye before settling on the 4-colored “U”…in 2012 even that went through a makeover.
Telemundo went through 4 logo designs, most of them involving the earth with the letter T. And it looked like they were searching for a look that will make them stand out. The previous one had the silhouette of a planet going inside the T. That ran for 13 years. And the novelas that aired on Telemundo were sometimes satirized on Late Night with Conan O’Brian and Saturday Night Live. It was easy because Telemundo is owned by NBCUniversal. So the network took a drastic approach. Change the logo once more.
And in 2013, it came out of left field.
The current logo, designed by New York-based loyalkaspar, looks like two planets with a huge section taken away, becomes a T when they merge together. The animation and on-air packages were designed by London-based DixonBaxi have a lot of spark. And the network is getting mileage out of it. Unlike Univision’s logo, they can split it to form a psedo-set of brackets and have the two halves come together landing on the background with something that emits from behind it. And even though the logo is primarily red, they can change the color and the motif to go over various beauty backgrounds e.g. for En Otra Piel (Part of Me…I call it In Another Skin), the logo is a pale blue-when it lands on the background, shards of glass fly out from behind it. The font being used to show the show’s titles is called Museo.
I hope that they will stay with this one for a while. It was jarring to see at first, but then, as time went on, the fire is still there and it hasn’t lost its’ spark.