Trouble Rebrands With New Late Night Strand

Flextech-owned youth entertainment channel, Trouble, will next week unveil its new identity and late night programme strand, Trouble Later.

The new identity, created by design agency Addiction in collaboration with in-house creative director, Anthony van Someren, comprises a new Trouble daytime logo, a Trouble Later logo, new channel idents and an animated channel character.

The new night time programme strand will air each night from 9pm, reflecting older values and carrying the channel’s edgier content, including recently acquired US dramas, The Sausage Factory, Girlfriends and a Friday night animation strand including cult show The Wrong Coast.

The channel’s new animated character, Phinneas, adds a tangible personality to Trouble Later and announces its arrival – usually by breaking something.

Commenting on the new branding, Anthony Van Someren, creative director at Trouble, said: “Most TV channel branding aimed at the young audience is either safe and predictable, or quirky but meaningless and throwaway. We decided to do something different that would really stand out from the competition in terms of design, but also in rationale – with enough depth and detail to allow the Trouble audience to find new elements to appreciate, or even laugh at, every time they see the channel IDs or even the navigation.”

Earlier this month saw a debate over Flextech’s future, with sale talks seemingly cut short by cable operator ntl, who confirmed that the television business is intended to form an “integral part” of its consolidated business with Telewest (see Ntl In No Rush To Sell Off Flextech).

Telewest: 0845 142 0000 www.telewest.co.uk