Sky Atlantic launched in the UK on 1 February 2011, with positioning, naming and on-screen identity by Heavenly. The five idents created by Heavenly to support the channel's launch were inspired by the thought that Sky Atlantic was the channel that bridges the best of US and UK culture, shown visually by splicing together British and American locations and seeing them exist on screen at the same moment in time. The two sides complement and contrast to create a dynamic and distinctive representation of the channel positioning.
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