Astral’s Family Channel will look very different on air and online today as the number one network with kids aged 8-14 unveils a rejuvenated brand identity. The brand refresh coincides with the launch of Family Channel HD, a new network now available free of charge to eligible customers of Bell Satellite TV and Rogers Communications who already subscribe to the Family Channel standard definition service. Family Channel HD is set to launch on Bell Fibe TV and MTS in the coming weeks.

“As part of the new look, the Family logo bounces, floats and pops. It never sits quietly on a shelf but bursts with life and energy,” said Heather Senst, Vice President, Creative Services. “Through our new look our viewers are instinctively reminded of the fun, surprising and relatable nature of their favourite Family shows.”

At the centre of the refresh strategy is a focus on the main assets of the network: the strength of the existing brand, the high-profile programming broadcast by Family and the network’s enduring popularity with audiences. The look has been updated to better reflect the energy of Family Channel shows as well as the interests and aspirations of its viewers. In between programs, new on air IDs feature intricate animation and star the recognizable Family logo as the instigator of all on-screen action. Online, the new look of Family.ca complements the on-air brand, utilizing key elements of the on air creative. A new Family.ca site will be unveiled in late February.

The new on-air elements have been designed to be compatible with both the standard definition and the newly launched high definition versions of the channel. Mirroring the schedule on Family Channel, Family Channel HD features hit Disney programming such as JONAS L.A., Good Luck Charlie and Wizards of Waverly Place along with newly launched Fish Hooks and Pair of Kings in high definition. Family Channel HD will also feature successful Canadian series in high definition such as Wingin’ It and the new series, Connor Undercover.