Abstract
We at Banjo created the new on-air sonic identity for Antena 3, Spain’s leading commercial TV channel. A serial-compositional system: the brand sounds different every time and remains unmistakably itself, across every touchpoint where the channel speaks in its own voice.
Description
Antena 3 is one of Spain’s principal broadcast TV brands, with decades of cultural presence and an audience that today spans linear TV, streaming and social platforms. Despite its consolidated visual identity, the channel had never developed a unified sonic language for its brand-owned spaces. The moments of channel authorship between, before and around third-party content.
Banjo was commissioned to fill that gap end to end: creative strategy, sonic concept, composition, production, performance, and a comprehensive usage manual. The result is a serial-compositional system that takes the number three. Present in the channel’s own name as its founding principle. The three operates at every level of the system: it structures the melodic motif, the rhythmic cells and the harmonic content, and it determines the combinatory logic by which new pieces are created.
The deliverable comprises a sonic logo and its variations, sonic applications across approximately 18 visual assets, and a loopable brand song. Every element is built from the same compositional grammar, so that the identity reads as one voice across radically different durations and contexts.
