Pasiones launches new on-air look and graphics package

Pasiones, the only 24×7 multicultural and pan-regional TV network dedicated to telenovelas and drama series in Spanish, is unveiling a brand new logo, on-air look and graphics package to reflect its position as the leading channel for Hispanic women in the U.S. and Latin America. The new on-air look took effect on the channel’s Latin American feed on August 3 and launched on the U.S. signal Monday, August 17, 2015.“We have dramatically increased our investment in content and have now updated our look to reflect our identity. This rebrand reflects our premium status and top-rate programming, and reinforces our commitment to make Pasiones the leading destination for Latin women on television,” said Francisco Giménez, general manager of Cable Networks for Hemisphere Media Group, Pasiones’ parent company. Carolina Bilbao, Hemisphere’s creative director, led the channel repositioning and rebranding, which includes an updated logo and color scheme. Bilbao and the programming team also worked with Eloisa Iturbe, a creative agency in Buenos Aires specialized in branding for television. “Our channel name clearly states what we are about, but we needed our logo and on air look to convey the emotions that our novelas and dramas incite. Our new look establishes a very personal relationship with the viewer. Our logo is handwritten and the heart is at the center of it, as it is with everything on our channel. The on-air environment is warm and inviting, and its unique handwritten elements will connect to the programming in a very personal way,” said Bilbao.