“Open Up and Say “O””
Launched in late 2016, Metro is a lifestyle universal channel in Poland “directed to a wide audience interested in healthy lifestyle and sports, looking for interesting entertainment, accurate information and cultural journalism.” Majority-owned by one of Poland’s largest media and publishing companies, Agora, the channel is 49% owned by Discovery Communications, so the programming is an odd combination of movies, documentaries, nature shows, reality TV, and news from all around the world. The identity for the launch of the channel has been designed by Warsaw, Poland-based UVMW.
The old logo was probably used during the application process to start the channel, which took place in 2015 as the channel launched with the new logo, which is a good thing because that old logo was crooked, both literally and metaphorically. The new logo has a few too many things going: the extra pointy “M” with a large counterspace, the bar-only “E”, and the split “O”. Since the application revolves around the “O”, the logo would have benefitted from maybe having a normal “E” or a less pronounced “M”, allowing the “O” to be the center of attention… or perhaps applying a stencil approach to all the letters. Overall, the logo has a good presence but it’s a little confusing once you break it down.
The most interesting part about the logo is how the “O” can open up to include messaging, imagery, or the graded lines key graphic. The split “O” functions like a parenthesis, holding in place whatever is put in between. The execution could somehow have more finesse… maybe it’s the weird blue or the spacing between all the elements. It’s almost there.
In application, a set of old-school lines that go from thick to thin are the key ingredient and I’m not sure why but I find the device to be oddly cool, especially in motion, with the lines thickening and thinning as they enter and exit the screen. I don’t think the orange and blue colors are right for this nor is the Art Deco-ish font used but there is a solid foundation here for a future evolution with more interesting colors and slightly more ambitious motion behavior.