STVDIO rebrands to Studio to help viewers understand how to pronounce it

SBS-owned arts channel Studio is to drop the “TV” from the centre of its logo because of difficulties in how to pronounce its name.

The channel turned to Ink Project to redesign the original logo, which was created by Frost Design just two years ago.

The rebrand – to make the logo more “accessible” – comes into effect on March 1, when a new website will also be introduced.

SBS spelt the original name with a ‘v’ to bring out the word ‘TV’, but this made the word difficult to pronounce.

In a statement, Studio’s general manager Sandra Bender said:

STVDIO was well received by the trade winning a Promax award in its inaugural year and was revered as original and clever at the time of the launch. As we continue to make the arts an accessible, inspiring, and integral part of every day, it’s important that the brand be equally accessible and inclusive.

At this point, we also need a brand that reflects more than TV and demonstrates how STUDIO works in partnership with the arts industry to produce exclusive local arts content ranging from coverage at the major festivals to full performance features.

Studio’s first major production in March will be the broadcast of its recording of Sydney Festival headliner Meow Meow’s Little Match Girl, on Monday 19 March.