tv asahi approached tomato to create a cross media identity for the relaunch and branding of the japanese terrestrial television channel.
The starting point was the invention of a trademarkable, unique and ownable identity.
Next, in the words of tv asahi, was to “make it live and breathe.”
The visual elements of the identity are generated by sound input. This animated graphic then generates the station’s aural signature, creating an on-screen identity that is never repeated.
Once this basis had been established the identity was rolled out across the network; on screen, in print and throughout the hq environment.