Sinclair Broadcast Group is rolling out a news rebrand across 51 markets designed and executed exclusively for Sinclair by Greenwich, Connecticut-based The Brand Gallery.

“The creation of a new on-air look across our many affiliates was a challenging opportunity that The Brand Gallery engaged with energy and expertise,” said Bill Butler, Sinclair’s VP of programming and promotion in a statement. “They delivered a powerful and complex modular toolkit system that is both flexible and easy for our in-house team to use and develop. We look forward to future collaborations with The Brand Gallery’s team.”

The Brand Gallery successfully achieved this by first creating two distinct looks. Referred to either as “smart glass” or “curves,” each provides a different feel based on the core demographics and specific audience needs for the major Sinclair marketplaces. The Sinclair Broadcast Group covers nearly 40% of the country and reaches ABC, CBS, CW, Fox, MyNet, NBC, Univision and Azteca affiliates.

The Brand Gallery then built upon these two looks by offering a wide amount of technical flexibility that provides a variety of opportunities to customize and modify the comprehensive package. These customizations allow stations to use the package to meet their own brand needs, as well as incorporate unique aspects of the station’s brand and location such as interchangeable city skylines and toolkit accent colors. Alongside the updated news looks were palette and texture modifications that stations can carry across additional segments, such as the sports and election updates.

The two individual packages also were strategically unified by their cohesive design style and shared grid discipline. Although each overarching look is purposely very different, there is a strong foundation of shared animation choreography and common design elements such as the lower- third ticker system and opens with local station talent. In this way, the packages are completely modular, easy to use, and retain a familiarity that viewers can identify and attribute to SBG across the many markets.

The Brand Gallery also created a universal weather package for both “smart glass” and “curves.” By using common colors and elements across both toolkits, the weather system reinforces the principles of both designs while simplifying and creating a more modern delivery of the weather through newly updated weather icons, forecast bars, opens and a virtual set.

Station groups such as Sinclair will be gathering next week at The Mirage in Las Vegas for the PromaxBDA Station Summit taking place from June 24 - 26. Click here for more information. For the latest Station Summit news, follow @StationSummit on Twitter and Tweet using #StationSummit.

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