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Univision Pumps Life Into New Logo, Brand Identity

U.S. Spanish-Language Media Leader Says Change Symbolic of Transformation 10/17/2012 5:03 AM Eastern

Univision Communications Inc. has heart.

After 50 years, the U.S. Spanish-language media leader has introduced a new logo and tag line that it believes represent its growth and transformation over the past half century from a single station in San Antonio to a multiplatform company embodying a culture of innovation.

The launch of the updated logo and new brand identity -- evocative of a human heart and three-dimensional in appearance and accompanied by a new positioning as “the Hispanic Heartbeat of America” -- was developed in collaboration with Wolff Olins, a global brand consultancy.

The new logo will debut Jan. 1 on air and on other Univision platforms. The corporate slogan—“el latido del corazón hispano de Estados Unidos”—is a first for the company.

“The launch of our new brand logo kicks off a new era at Univision that speaks to who we are as a company and that we are a direct reflection of the Hispanic community we serve – multidimensional, dynamic, modern and bold,” said Randy Falco, president and CEO, Univision Communications, Inc. in a statement. “We are proud to be ahead of the curve in a rapidly evolving industry, and our new brand identity will now illustrate how far Univision has come in its 50-year history. We’ve evolved from a single Spanish-language network to a multimedia portfolio, connecting with multiple generations of Hispanic Americans, while continuing to embody the passion, courage, ingenuity and tenacity that are the fundamental values of Hispanic culture.

Falco equated the company to some of the world's most iconic brands.

“Univision has tremendous brand equity – on par with Apple, Coca-Cola and Kleenex – that far outpaces that of any other media company. Our unparalleled connection and leadership with our audience compels us to evolve with them," he continued. "It is our duty and our ambition to leverage this incredible brand equity to celebrate our culture and connect America to the 52 million Hispanics in the United States. Through our steadfast commitment to informing, entertaining and empowering the Hispanic community, we are and always will be the ‘Hispanic Heartbeat of America.’ Our new identity is a symbol of this promise and just one of many exciting new developments to come.”

Ruth Gaviria, senior vice president of corporate marketing, Univision Communications, further explained the company’s thinking behind the brand revamp.

“The new ‘heart’ logo joins the quadrants that were previously separated, representing unity, collaboration and the merging of cultures in the U.S., not to mention Univision’s integration across its platforms,” she said. “It is also three dimensional, representing the magnitude of the Univision brand and the U.S. Latino community, as well as the 360-degree approach we embrace as a company. The vibrant color palette and use of light in the design reflect the vivacity of the community we represent and the contributions to the U.S. landscape.”

 

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