Sweden’s largest comedy channel had to update its identity in order to meet the viewers’ expectations and to fit with its core values: edgy, accessible, hilarious and surprising. The channel hosts a wide variety of comedic entertainment, which made boiling it all down to a strong visual identity a challenge. The animated idents function as transitions between different categories of comedy, without leaving the realm of comedy itself. Additionally, a story about an unusually tenacious little logotype takes place between programmes.
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