Comcast-owned European pay TV giant Sky is tweaking the brand name of its streaming service, highlighting how its service offerings have gone far beyond television.
Its streaming service in Britain, Ireland, Italy and other markets will change its name from Now TV to just Now and also get a new “look and feel.”
“With a new name, Now reflects how brilliant simplicity meets brilliant entertainment,” the company said. “A streamlined identity, with a new green color palette, makes use of a graphic illumination on the ‘O’ – a portal to showcase Now’s entertainment at the heart of the brand.”
The company highlighted that alongside the visual change, Now is also moving “to a new tone of voice.” For examples, Sky is inviting audiences “to join our community with a Now membership,” which it had previously called “passes,” including for entertainment, cinema, sports, kids and other content.
Sky will support the rebrand with a nationwide advertising campaign starting on Friday, which will use the “Welcome to Now” slogan across TV, digital and out-of-home channels, as well as partnership promotions with the likes of Hearst.
Marina Storti, managing director at Now, said: “Now has always been the home of quality entertainment and our new brand evolution ensures that, even in a hectic world, no one misses out on the entertainment they love. By moving from Now TV to Now, we marry our world-class quality with brilliant simplicity. This immediacy creates a true destination and community for those who love and live for the best entertainment.”