A 24-hour Telugu infotainment channel, Express TV launched in March 2014. The management was very clear that they wanted to break through the clutter of the crowded Andhra television market with a very clean look for their channel. A very conscious decision to reduce the amount of information displayed on screen at any point was taken, a start contrast to the existing channels in this market.
NDTV Worldwide took forward the existing logo design and built the rest of the screen look and the channel identity around this design. Focusing on the slant of the X in the logo, we incorporated this element across the lower thirds, news graphic templates, news titles and some of the primetime show titles that were designed by our team.