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.






Client: CCTV9

Agency: Brand Energies

Designer/Director: John Kennedy

Creative Director: Sandy MacMIllan

Producer: Julie Zhu

Animation: Coffee & TV

Music: David Lowe

Tags: brand energies cctv hot spots

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