AXN’s new look

Sony Pictures Television (SPT) Networks, Asia is launching a refreshed visual identity for AXN with an impactful original new look that aligns with the channel’s current programming focus. The new branding, including a new logo, graphic elements and marketing campaign, will roll out across AXN’s on-air and online platforms just prior to the premiere of The Voice Season.

“While AXN continues to be the pay TV destination for action, we are also tapping into an audience seeking content filled with intrigue, passion and heroes,” said Hui Keng Ang, senior vice president and general manager, Sony Pictures Television Networks, Asia. “Our new look aligns with that programming sensibility and speaks to today’s viewers, who are connecting with our brand across linear and digital channels, as well as social media.”

 The new logo of AXN

AXN’s dynamic new logo features a custom-built avante garde typeface, accentuated by a three-dimensional pyramid, which is a classic shape associated with mystery and the convergence of energy, bathed in striking shades of red.

“Red evokes energy, action, passion and danger. We are harnessing the power of that color in a new campaign that encourages viewers to discover and embrace the sense of fearlessness that permeates AXN’s series,” explains Maurizio Vitale, senior vice president of marketing, Networks for SPT, who oversaw the network’s brand refresh globally.  

The network’s new “Redefining Action” campaign, which will roll out simultaneously with the refreshed brand identity, underscores the channel’s focus on programming defined not by a particular genre but by an overall attitude -- intense, intriguing, smart and unexpected. 

Complementing the bold new look, AXN has a stellar line up of new and returning series to get viewers excited for the Fall TV season. The focus on intense, intriguing, smart and unexpected stories is reflected in the premiere on Sept. 28 of highly anticipated drama Quantico, starring Bollywood icon Priyanka Chopra; a show not short of twists where one of the group of FBI trainees at Quantico is suspected to have plotted a massive terrorist attack. The Blacklist Season 3 is all about redefining action with Elizabeth Keen (Megan Boone) finding herself on the FBI’s most wanted list and on the run with Raymond Reddington (James Spader).

On Sept. 22, reality TV sensation The Voice Season 9 kicked off with mega music stars Pharrell Williams, Gwen Stefani, Blake Shelton and Adam Levine coaching a new crop of singing wannabes; the sincerity, chemistry and rivalry make it a not-to-be missed competition.

Check out AXN’s new look and programming schedule at or join the conversation on Facebook at AXNPhilippines.                          

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