On Wednesday, April 13, Gestevisión Telecinco, one of the largest media companies in Spain, announced that it was changing its name to Mediaset España Comunicación.
The history of Gestevisión Telecinco dates back to the late 1980s when it was one of three companies to receive licenses for national terrestrial television networks (the others being Antena 3 and Canal+). The Italian media company Mediaset was involved from the start and would soon control the company. For a long time, Telecinco was the company's only television channel, but lately it has expanded with the launch of digital channels and the aquisition of its competitor Cuatro and a share in the digital satellite platform Digital+.
The logo combines aspects from both Telecinco's logo and its corporate parent Mediaset to create a wordmark. The "Mediaset" part is borrowed from the Italian Mediaset logo and uses the same colour and the same typeface (Gill Sans Italic), but excludes a symbol with a snake and a flower, possibly because it is irrelevant to the Spanish public.
The "España" part uses a slab serif called Corporate Demi Italic. The navy blue colour is used in the logos of Telecinco and two of its digital channels. The tilde sign has been replaced by a part Telecinco's logo (the "flag" in the 5 numeral) and the wordmark ends with a dot, also from the Telecinco logo.
The new identity was created by Summa, who created a cohesive design for Telecinco and its digital channels a few years ago, and were also behind the rebrand of state broadcaster RTVE.
Previously, the company used Telecinco's logo as a corporate logo. It will still be used by the television channel.
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