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Channel 13

An identity bold enough to hold together everything a national network broadcasts.

Client
Channel 13
Role
Brand Strategy, Design
Disciplines
Brand Strategy / Identity / Broadcast
Collaborators
Shortcut Playground
The Channel 13 logo — a geometric “13” in white with magenta, yellow and turquoise blocks, on a pale grey ground.
The challenge
Give a national television network one identity strong enough to carry news, prime-time and promotion without breaking character — and legible enough that the teams applying it every day, long after the design work ends, can extend it without asking.
The idea
A bold logo for a bold brand: basic shapes and a confident, pastel-led palette form a flexible visual identity.
The system
A full brand book and channel kit — logo usage, color, typography and on-air functionality — covering every surface a network broadcasts on, so the identity stays consistent across news graphics, promotion and continuity.
The outcome
The identity went on air as a complete national broadcast system — logo, brand book and channel kit governing everything the network shows, every hour it is on air.
Role & contribution
I shaped the brand strategy and designed the identity — logo, color and typography — then built the brand book and channel kit that carry it on air, working with Shortcut Playground on the broadcast application.
The Channel 13 logo drawn over its construction grid — circles, diagonals and guides fixing the proportions of the mark.
The mark is built from basic geometry, so any future application can be redrawn from the same rules.
The “13” broken back into its parts — white letterforms with loose magenta, turquoise and yellow shapes floating clear of them.
The identity assembles and disassembles on air; each component is designed to read on its own.
The finished Channel 13 logo in white, magenta, yellow and turquoise on the network’s deep navy.
The on-air lockup — one mark that has to sit over news, prime-time and promotion without changing character.
The Channel 13 logo in navy and colour on a light background.
The light-ground version, for print and everywhere the identity leaves the screen.
A colour page from the Channel 13 brand book — five swatches with Hebrew names and printed colour values beneath each.
The brand book and channel kit are what let other teams apply the identity without asking permission.
Film

A reel of the Channel 13 identity in motion — the mark assembling from its coloured parts, and the colour and typography as they run on air.

Credits

Creative Agency — Shortcut Playground

Engagement Brand Strategy & Identity Systems
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