Virgin Media has recently unveiled its new British identity to emphasize the company’s deep connection with the country. Creative agency JudgeGill, which was approached with a task to give the iconic red logo a patriotic twist, decided to infuse the legendary ‘infinity’ symbol with true British spirit by incorporating the national flag’s pattern (the red, white, and blude ensign are probably the best recognized British icons). So, the updated Virgin’s lemniscate got both the company’s legendary logo and the Union Jack flag at the same time.
Photo: New Logo of Virgin Media Britain
The new ‘double’ logo, which first unveiled as part of the promotion of TiVo service a week ago, will be included in the company’s broader marketing communications to be rolled out across the country. According to Kalleen Knowles, senior account director at Start Judge Gill, the idea to use the country’s flag in the design “is the most appropriate way of further connecting Virgin with Britain.” The national symbol is not the only element, which appeared in the refreshed Virgin Media’s identity in Britain—the creative team also changed the “lighting effect” of the infinity ring from “fibre-optic yellow to an electric blue,” which symbolizes yet stronger connection, which is ‘based’ on new technologies. “This [the identity] can live in a very live form be it online or on TV,” added Knowles.
“At Virgin Media, we’re extremely proud of our British heritage and wanted to find a way to symbolically remind people about all the fantastic things about our nation. With Britain celebrating the Queen’s Diamond Jubilee and hosting the Olympic Games next year, we believe there is no better time to show our pride and excitement about what it means to be British,” commented Jeff Dodds, executive director of Brand and Marketing Communications.
Last month, Virgin Group founder Richard Branson fronted one of the prints (‘Entrepreneurs’) in the ‘GREAT’ campaign, developed to demonstrate the UK’s rich heritage in a plethora of areas ahead of London 2012 Games.