Foxtel gets a Sky-like brand makeover

Foxtel has launched a campaign to introduce a new positioning and logo.

The rebrand follows Foxtel’s merger with pay-TV operator Austar.

Foxtel has dispensed with the orange colouring and search lights in its logo, and gone for a metallic sheen.

The new logo is similar to that of UK pay-TV broadcaster Sky, also controlled by News Corp, which is metallic and features two joined up letters.

Foxtel had not answered Mumbrella’s questions on whether the brand revamp was designed to look like Sky’s at the time of writing.

Ed Smith, Foxtel’s executive director of sales and marketing, said in a statement:

“We’re taking this opportunity to change the way we communicate. Throughout July and August, you’ll see big bright images and content in our marketing, simplicity and playfulness in our language, using style and fun to cement our positioning as Australia’s best entertainment company.”

A promo video was made internally by Foxtel Creative, not by the brand’s ad agency Clemenger BBDO Sydney.

Three words that sum up the Foxtel brand are entertaining, playful and ingenious, Smith said.

The rebrand is to coincide with improvements to its products and technology, he added.

Smith said: “All our marketing touch points will now be working together, consumer, business and customer marketing activity all aligned, supported by PR and activity across the platform, all united in telling the great story of Foxtel.”


  1. Dubious
    31 Jul 12
    5:33 pm

  2. Somehow I doubt it’ll make them nicer to work for.

  3. Marketing Director Said
    31 Jul 12
    6:13 pm

  4. “We taken the opportunity to throw away all of the visual assets we’ve built in the Foxtel brand in one foul swoop. No orange, no lights, no ‘fun’ lettering. We think the ‘generic’ look is a more effective way to build a brand.

  5. Dan
    31 Jul 12
    10:23 pm

  6. The logo, the slogan, the channels, it’s all just Sky but not quite as good.

  7. Lucio
    1 Aug 12
    8:32 am

  8. Entertaining, playful and ingenious – none of which are reflected In the brand mark.

  9. Rob R
    1 Aug 12
    10:10 am

  10. I really like it, the ad to announce the merger is also very, very good.

  11. Grammar Police
    1 Aug 12
    10:18 am

  12. “Fell swoop” not “foul swoop”.

  13. katea
    1 Aug 12
    10:57 am

  14. I like the refreshed colour palette but I don’t get joining the X and the T – it looks clumsy, and doesn’t have a purpose

  15. Wil
    1 Aug 12
    11:04 am

  16. Last Friday afternoon at 3:30 Ed asked the work experience receptionist at Foxtel to have a look for a nice font and type “Foxtel” on it and then email it to him. She liked Lucida Metallic.

    Ed capitalised it and put out a press release. Well Done.

    The new “logo” (or whatever it is) certainly wasn’t done by an agency. No graphic designers or art directors were hurt in the creation of this brand.

  17. Andrew
    1 Aug 12
    12:37 pm

  18. Are we seeing the new logo through water or is that what it actually looks like?

  19. sidog
    1 Aug 12
    1:31 pm

  20. ‘Experience better’, Sky is ‘Believe in better’. they lifted the logo and the line… Its better, but a bit lazy?

  21. Rob R
    1 Aug 12
    1:48 pm

  22. Wow, really? Strong opinions against.. Did you prefer the old one? Did you expect them to make a huge jump elsewhere? It lends from the old, refreshes and pays homage to Sky (a successful sister brand) but isn’t a doppleganger. Probably the first 3 things on the brief. I reckon the next thing on the brief would have been “Premium”. Make Foxtel feel like a Premium brand. Followed by make it appeal to everyone from 13 to 85 Male & Female…. Tick, tick, tick, tick, tick… It ain’t the most creative re-brand ever but does it achieve it’s goals? I think so.
    I don’t work for them or anyone associated with the re-brand.

  23. anon
    1 Aug 12
    2:05 pm

  24. its all a bit pointless when you have to go through a mesmerisingly stupid 2-week ordeal with an outsourced installation company to actually try to get your house connected. those people are true monkeys.

    i cancelled my subscription in frustration, another paying customer lost..

    what good is a font change when your customer cant even purchase your product.

    Failure at the point of purchase is a cardinal sin

  25. anom
    1 Aug 12
    2:37 pm

  26. yawn…serioulsy!

  27. Chris
    1 Aug 12
    2:59 pm

  28. That’s Sky’s old logo. They re-branded around 2 years ago to a much nicer, more modern logo. The new logo is softer with lots of different colours used at different times. see here

  29. Pomstar
    1 Aug 12
    3:02 pm

  30. “The new logo is similar to that of UK pay-TV broadcaster Sky, also owned by New Corp, which is metallic and features two joined up letters.”

    Bad fail, neither Sky nor Foxtel are owned by News

    ….old habits die hard….

  31. Things that make you go hmm...
    1 Aug 12
    4:00 pm

  32. I keep thinking of Mr Ed the talking horse…

  33. AdGrunt
    1 Aug 12
    4:27 pm

  34. Um, Pomstar – you sure?

  35. TV Addict
    1 Aug 12
    4:46 pm

  36. Ho hum…….6/10

  37. Pomstar
    1 Aug 12
    5:47 pm

  38. @AdGrunt Yes, BSkyB 48% and Foxtel 50% why else the controversy of Murdoch ‘taking over’ Sky ?

  39. big ears
    1 Aug 12
    5:51 pm

  40. @ Pomstar @Adgrunt

    News has a 25% ownership of Foxtel.

  41. AdGrunt
    1 Aug 12
    6:01 pm

  42. Ownership is one thing. Control is another.

    News has effective control of FOXTEL.

    Ed S has just arrived from News along with the “radiant” Chantal W. Kim W is now at News. Join the dots.

  43. Mila
    2 Aug 12
    12:00 pm

  44. Nice spot but the rebranding, seriously? It’s a failed attempt of trying to be like Sky while not admitting it. Whatever happened to creativity!

  45. Mila
    2 Aug 12
    12:01 pm

  46. Also, agree that the joint X and T looks super clumsy

  47. Lucio
    3 Aug 12
    9:56 am

  48. OMG, dreadful concept and truly awful fx work. This does not look “prestigeous”, just amaturish.