The logo is related to the current print version of the 20th Century Fox logo.
The logo was altered to consolidate the searchlights into a quickly identifiable icon. Also, the wordmark was made thinner.
The primary difference is that the 2002 logo was modified and turned orange.
In 2012, the searchlights icon was removed from the main logo and adapted into the visual styling of Foxtel promos. The light flaring behind the letters also harken back to the FF Super Grotesk Bold font that was used since 1995.
Typographically, the wordmark was also tweaked, particularly with the 'O' widened to match the likeness of the Fox and original Foxtel logo, and the 'T' was attached to the 'X'. The usage will finish earlier next year.
On 6 June 2017, Foxtel officially launched the company's biggest change of identity in its history alongside a refresh of their SVOD service Foxtel Now, formerly known as Foxtel Play. Surry Hills-based outfit MAUD is responsible for the new logo and campaign.
Foxtel was looking to change how Australians saw the company from that of elitist and aggressive to something approachable and most importantly "for everyone". Foxtel CEO Peter Tonagh conceded that the logo's burnt-orange colour and blocky lettering made the service come off as "quite aggressive, quite arrogant, quite elitist".
The new logo shows a lighter, sans-serif, lower-case logotype in a light red hue and sees the return of a side-icon: six dots forming a pixelated "f", possibly referencing the spotlight motif consistent with Foxtel's branding.
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