XITE, the music video platform, has unveiled new brand identity. This revitalisation comes to life through collaboration with strategic design agency Wunder and brand design agency G2K.

In a press statement the company said: “In 2015, XITE became the world’s first provider to bridge traditional linear television with the emerging digital on-demand era. Today, XITE stands as the ultimate music video experience on television, reaching over a hundred million households across various countries through linear television, interactive TV apps, and on-demand streaming services. To remain relevant and distinctive in the increasingly crowded landscape of on-demand streaming platforms, XITE has elevated its existing brand identity to a new level”.

The company explains its positioning revolves around one essential element: the personal connection between viewers, artists, and the on-demand music video platform. This principle is embodied in the new brand promise, ‘See Your Music’.

Guided by this, a dynamic design has been crafted that XITE says exudes personalisation while remaining recognisable and practical across all media and devices. The colours have been adapted into a flexible system easily adjustable based on genre, mood, or target audience. Additionally, a distinct and recognisable typeface has been chosen, harmonising typography with the existing logo. The visual language is designed from a flexible grid rooted in the 16:9 TV aspect ratio, providing space for movement to create a fully dynamic brand experience.