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“It Takes 4 to Tango”

(Est. 2006) “2+2 is a national Ukrainian-language TV channel, owned by the 1+1 Media Group. Its program content is mainly geared for a male audience, targeting a core audience of 25-44 years old. 2+2 offers broadcasts of sporting events, particularly football and boxing matches, foreign and Russian TV series, movies of different genres (action/smash hit movies, sci-fi, adventures, comedies, detectives, horror movies, disaster movies, historical and criminal dramas, and thrillers), cartoons and humorous programs, sports and entertainment shows.” (Wikipedia)

Design by
Mix of in-house and independent designers

Related links
Behance project page

Relevant quote
2+2 represents alacrity, tension, support, decision, strength, energy, stress, emotion and art of fight. Design attributes – dynamics, bright colors, adrenalin. Conceptual framework – the blade cut that bares an extremely dangerous and breathtaking new world for the viewer

The logo represents a geometric sign created basically using cut method. Additional elements are a circle, a triangle, a 45 degree angle. The finishing triangles of both “2” figures form the missing part of the “plus” sign. Graphic methods used in creating the logo have later expanded into broadcast design and throughout the brand identity

Images (opinion after)

New Logo, Identity, and On-air Graphics for 2+2
Logo.
New Logo, Identity, and On-air Graphics for 2+2
Logo construction.
New Logo, Identity, and On-air Graphics for 2+2
Logo with some shading.
New Logo, Identity, and On-air Graphics for 2+2
Typography.
New Logo, Identity, and On-air Graphics for 2+2
Business cards.
New Logo, Identity, and On-air Graphics for 2+2
Livery.
New Logo, Identity, and On-air Graphics for 2+2
Ad.
Logo and identity presentation and on-air graphics.

Opinion
For the target audience — dudes — the old logo was fine; hard to go wrong with a military stencil but there wasn’t anything particularly interesting about it. For the target audience — dudes — the new logo is fine as well, perhaps giving said audience more credit by having a less literal logo and one that is a little more distinct and interesting. It’s not the greatest logo in the world but there is a cool geometry-ness to it and the hard 45-degree-angle cuts make it feel sharp and slightly dangerous because dudes. The static applications aren’t that interesting or original but they are consistent; a more interesting secondary font I think could have kicked this into higher gear. The on-air graphics too, not overly original, but a nice enough use of the 45-degree-angle; I did like the one detail when the bottom-right corner triangle shrinks to become part of the logo (0:39 mark). Overall, this seems right for the programming and slightly more sophisticated to attract a broader audience.