The news program of laSexta premièred their new image this past month of January, attempting to maintain a certain faithfulness to their style, and at the same time, hazarding an innovative audiovisual language. Zeligstudio, who is also the author of the previous image (since the beginning of the channel's broadcasting and for the last three years), have designed an image with the purpose of advancing a further step away from the typical visual codes of television news programs: minimizing the presence of the header and reinforcing all signage elements, in other words, emphasizing the content (written information that accompanies voice and the broadcast images).
The studio's creative approach was based on the search for a language which would close the gap between the transmitter and the viewer, while endeavouring to make the news more direct. This has been achieved through codes that are similar to internet screens: multi-screens, interactivity between images and text, dynamism and none-linearity in the graphic appearance, daring movements, working both with the horizontal axis as well as the vertical, accumulation of complementary texts, hypertexts, etc.
The structure of the format has also been thought out in a particular manner. A versatile, graphic system has been created which permits the adaptation to each of the specific needs of each news broadcast. Importance is given to the concept of visual-textual menu, boosting the coexistence between the informative text and the image being explained.
Regarding the visual work with headers and news flashes, a three-dimensional world has been created, none-realistic but symbolic: a sequence of bars that unfurl forming a visual "crescendo" which ends with the formation of the logo. A metaphor of the concept of loading supported by music which causes a sensation of warning and which leads the viewer to the symbol N (which is shared by many newscasts), in this particular case, the capital letter as brand character. Hyberbolic signature tunes have been omitted in favour of an audio tension which is minimalist but intense.
Implicit concepts of the information world have been used to develop a "technological world" through shapes, colours and textures which add visual impact to the package as well as elegance and simplicity.
Credits:
Design and Production: zeligstudio
Client: LaSexta
Creative Direction: Ana Zelich
Design and Edition: Ignasi Gozalo, Victor Seabra, Joaquin Jordán, María Ochoa, Adrián Andújar
Production: Fabiana Andreatta
Music: Josep Sanou
* Translation by: Vera Ciria
