This branding video for the Tube Music Network uses refraction and a 1970s vintage psychedelic rock feel to convey the transformative power of music. The end result is quite tripey indeed with the logo bending and morphing until it reveals itself at the end. This video is part of a larger series of channel branding videos we produced for the cable music station.
The Key Aspects We Covered
This channel branding video is part of a series of videos Neumatic developed to establish the brand identity for The Tube Music Network. We developed several concepts for the brand that established it as creative and fun with a bit of nostalgia. This concept was particularly effective with its echos of Woodstock and the 1970s music scene and music posters.
This branding video was particularly fun to develop as we played around with colors and devices that harkened back to 1970s psychedelia. The refracting spheres look like bubbles passing over the logo allowing us to play with light and form.
Shapes, colors, and refraction are the most prominent features of this video. The device of the refracting spheres passing over the logo allowed for clever obfuscation of the logo until the very end. At only ten seconds in length, the mood and tone is set quickly through the visual device and the use of music.