Visual identity project created for DiaTv, the first YouTube channel with 24-hour live programming exclusively produced by creators.
This project was developed to mark the celebrations of DiaTv's 1-year anniversary and Dia Estúdio's 10-year anniversary, the production company behind the channel and various content creators. Our challenge was to convey the essence of the brand: joyful, young, diverse, and connected with the LGBTQIA+ audience from Generation Z and Millennials.
To achieve this, we incorporated a touch of nostalgia by including elements reminiscent of how TV used to be, combined with the way we consume content today across multiple screens. From this concept, we created shapes that serve as masks for photos, directly translating the different types of screens—horizontal, vertical, and even paying homage to old, square tube screens. Additionally, we introduced elements inspired by news television, such as bands, which help highlight information and serve as a base for placing text on the screen during a program. Along with stickers, these are two ways to position highlights and long-form information within the layout.
The chosen typography was KIT Rounded, a bold and rounded sans-serif typeface. It has an impactful personality and presence, perfect for digital placement, with excellent readability that reinforces the brand's pillars.
Alongside it, for body text, we used PF Videotext. This typeface clearly references teleprompters and the digital universe in a more retro style. It's light, highly readable, and helps to compose the peripheral elements of the layout.
The logo was built from letters created exclusively for this purpose, helping to bring a more contemporary feel to DiaTv. The graphic icon retained the idea of the old one, where the three circles represent the sun, moon, and earth. However, we redesigned them, bringing more softness and balance to their use.
The color palette was inspired by the chromatic test screens seen in old films and when television would go off-air during the night. This is also a way to honor that universe, which hasn’t been completely left behind, but now finds new ways to connect with younger generations, such as through channels like DiaTv.
