• by Wayne Friedman , April 17, 2013

Televisa's Galavision in Mexico has made brand changes to the Spanish-language TV network brand.

The network’s new identity is rooted in the creative concept “Caleidoscopio." Its new logo features a swirly, multicolored "spiral galaxy" icon representing a "dynamic and joyful spirit" of the new programming. The new on-air brand starts April 15.

Plus, each Galavision programming genre will feature different tones and hues — red for passionate Novelas, green for sports. Together, they create an overlay of intersecting colors that collectively represent the GalaTV brand. Los Angeles-based creative entertainment brand agency Trokia did the work.

Reid Thompson, creative director at Troika, stated: “Galavision was a well established brand in Mexico, but we wanted to take it to the next level. Troika partnered with Televisa to move it from a network that everybody knows, to a network everybody talks about."

He added: "The new identity brings this strategy to life, connecting to audiences by building a brand around the core pillars of adaptability, curiosity and consistency.”

Six months ago Univision's Galavision in the U.S. changed its network's logo. Back in November 2012, the Spanish-language network had altered its on-air brand graphic -- then employing big orange letters highlighted by a large orange "G." It also included another denotation -- that of "A Univision Network" underneath the Galavision name. That logo was created by New York-based PMcD Design.

Four Spanish-language networks changed brands/logos directions in 2012.