AXN is ‘bigger than booms and bangs’ as Sony repositions channel beyond action genre

New logo

New logo

Sony Pictures Television Networks has launched a major rebrand campaign for action channel AXN, introducing a new slogan, logo and positioning.

In a promo video that will launch tonight on-air and online platforms just before the premiere of season 9 of talent show The Voice, the viewer learns that AXN is “bigger than booms and bangs” as the channel looks to define itself not by a particular genre but by an attitude – intense, intriguing, smart and unexpected.

Old logo

Old logo

The rebrand campaign introduces the new slogan “Redefining action” and a new logo with black or white lettering and a red pyramid beneath the ‘N’.

Hui Keng Ang, SVP and GM of Sony Pictures Television Networks, Asia, commented: “While AXN continues to be the pay TV destination for action, we are also tapping into an audience seeking content filled with intrigue, passion and heroes.”

“Our new look aligns with that programming sensibility and speaks to today’s viewers, who are connecting with our brand across linear and digital channels, as well as social media,” he said.

The rebrand is the biggest brand overhaul since AXN launched in 1997, and the activity will run in Asia first before rolling out across the rest of the world.

On the new logo, Maurizio Vitale, senior vice president of marketing, networks for SPT, who oversaw the network’s brand refresh globally, said: “Red evokes energy, action, passion and danger. We are harnessing the power of that colour in a new campaign that encourages viewers to discover and embrace the sense of fearlessness that permeates AXN’s series.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing