The number eight is the most auspicious number in Chinese culture, so it’s also auspicious that it forms the logo for drama-themed channel, CCTV8.

At the beginning of 2019, CCTV partnered with Beijing and Hong Kong-based creative agency Brand Energies to give it a brand refresh, which rolled out in October.

The new idents evolve from recognizable Chinese objects, such as red-and-gold fans into fireworks, ancient coins, flowers, swirling flames and more.


Client: CCTV

Creative Agency: Brand Energies

Motion Designer / Director: Jason Keeley

Producer: Celia Chapman

Compositor: Jonny Stopford

Post-production: Coffee & TV

Music: David Lowe

Tags: brand energies cctv hot spots

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