DUNYA

An Independent television station targeted at Pakistani viewers at home and abroad, offering a full spectrum of news, current affairs and entertainment programming.

In an increasingly competitive market, this new station needed an identity that would achieve relevance to its niche audience and strong and meaningful differentiation from its competitors.

With the ever-increasing convergence of media across the internet, broadcast and mobile technology,
a challenge lay expressing brand values with a consistent voice across all mediums.

The identity created needed to be established on the philosophy of truth, tradition culture and a global perspective. It also had to reflect the diverse programming schedule of the channel as well as the rich cultural diversity of the country.

To achieve these goals the symbol for Dunya was created from a speech bubble set within a television which represented the voice for the people.

This symbol was incorporated into the different programs within the Dunya network to link them all together, yet allow each program to have its own personality and connect on an emotional level to its target audience.

This link remained constant across all media, giving Dunya a consistent representation ensuring all communications and branding initiatives worked in unison.