Telemundo celebrates new branding at Times Sq. in NYC.

Telemundo celebrated the roll out of its new brand identity which reflects the duality of its Hispanic audience. Featuring talent at the heart of its new brand, the network introduced in a modern, bold, sexy look, full of the attitude and emotion that defines the new Telemundo. To support the launch of its new identity, the network celebrated with a series of events as part of a Times Square takeover, including the ringing of The NASDAQ Stock Market Opening Bell and colorful pop-up flash mobs featuring dancers and the new brand musical theme, accompanied by the simultaneous display of the new logo and image promos across multiple digital billboards. Telemundo talent Rafael Amaya (actor, “La Reina del Sur), Ximena Duque (actress, “Corazon Valiente”), Fabian Rios (actor, “Corazon Valiente”), Gaby Espino (actress and host of reality competition “Yo Me Llamo”), Shalim (actor), Vanessa Villela (actress), and Rashel Diaz (host of morning show “Un Nuevo Dia”) joined President of Telemundo Media, Emilio Romano, at the activities.

The rebrand process was led by Susan Solano Vila, Executive Vice President, Consumer Marketing, who worked closely with creative agencies DixonBaxi, for brand design and creative direction, and loyalkaspar in logo design.

“The new brand honors our culture and content and respects the duality that defines the experience of Hispanics living in the US,” said Romano. “Our brand essence is rooted in our relentless commitment to delivering a high quality, modern and relevant brand experience across all touchpoints.”

In its first rebranding effort in over a decade, Telemundo Media affirms its position as an industry innovator and seeks to become the leading media brand for the modern U.S. Hispanic audience. The new look extends from fresh, vibrant expressions of the brand for daytime to a deeper and explosive look for dramatic programming at night. Bold talent images and innovative graphics come together to deliver a fresh, updated look to the screen in cinematic customized promos that reflect the network’s various genres and shows. Music themes for the brand image spots are performed by up-and-coming Sony Music singer Pedro Capó.

“Our viewers told us they wanted to see a more bold and modern Telemundo, not only to reflect the reality of their lives as Hispanics in America, but also the high quality content they have come to know us for,” said Jacqueline Hernández, Chief Operating Officer, Telemundo Media. “Our new brand identity will redefine how Spanish-language television looks, feels and communicates to this fast growing and evolving population.”

The new brand identity includes an on-air network tagline system at the heart of the channel’s new tone of voice that creates a seamless connection between Telemundo’s programming and its viewers. The letter T (pronounced “Te” in Spanish) serves as a double entendre connecting both T, the brand, and “Te,” the viewer, through multiple on-air applications, such as:

• T informa: Telemundo informs you.
• T conecta: Telemundo connects you.
• T emociona: Telemundo moves you.
• T inspira: Telemundo inspires you.