The half-cube logo of China’s CCTV9 documentary channel morphs into cultural symbols of China in this series of idents by Bejing-based Brand Energies.
In the above spot, the logo creates a mirrored skyscraper and then an entire city before returning to its original form. Below, the logo—animated by London-based Coffee & TV—takes the forms of lion, owl, warrior and astronaut.
Agency: Brand Energies
Designer/Director: John Kennedy
Creative Director: Sandy MacMIllan
Producer: Julie Zhu
Animation: Coffee & TV
Music: David Lowe