World Fishing Network Casts New Brand Identity

Angler-Aimed Service Sports New Look, Sounds
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World Fishing Network is sporting a new look to lure viewers.

The angler-aimed service has unveiled a fresh appearance and its first new brand identity since launching in December 2005.

Designed in conjunction with Denver-based production company Impossible, the new logo features an iconic fishing hook incorporated into a stylized ‘F,’ bringing focus to the foundation of the network. World Fishing Network’s primary color palette also has changed from the original orange and black mark to an energizing blue, symbolic of the natural outdoor environment and great fishing destinations.

World Fishing Network’s brand re-launch also encompasses new music and sounds, which were brought to the pond by Stephen Arnold Music. Original, sonically branded music plays a crucial role in defining and reinforcing a channel identity, helping to provide immediate recognition for viewers.

WFN is jointly owned by Insight Sports Ltd., headquartered in Toronto and Altitude Sports & Entertainment, based in suburban Denver. Altitude is part of Stan Kroenke’s Kroenke Sports & Entertainment empire, which also includes Outdoor Channel.  Kroenke outbid Leo J. Hindery Jr.’s InterMedia Partners, owner of the rival Sportsman Channel, adding Outdoor to his portfolio last May for some $267 million.

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“We are excited to unveil the first brand refresh that the network has undertaken. Our new look and feel represent another milestone in the evolution of World Fishing Network and more accurately reflect who we are and what we do: Distribute diverse, engaging content to fishing and outdoor enthusiasts,” said Pam Stinson, vice president of marketing for World Fishing Network.

Commenting on the redesign, Impossible owner, chief creative officer Joel Pilger said: “Impossible was honored to include designer extraordinaire Michael Frederick with our team on this important assignment. Between Michael and me, we’ve had the privilege of launching and rebranding dozens of national networks. Spearheading the logo design with World Fishing Network was a great example of what collaboration looks like in today’s fast-paced broadcast environment.”

Noted Chad Cook vice president and creative director for Stephen Arnold Music: “World Fishing Network had a very specific vision in terms of the music for their new network IDs and graphics.  It had to sound authentic to their target demographic and capture the passion of the sport of fishing and encompass the whole outdoor experience. The result the audience will hear is a gutsy, raw, rocking theme using amped guitars, bass, and live drums driving home a four-note melody to serve as the network’s sonic brand.”

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