Univision Case Study

Ambition

What started out as KWEX-TV, the first ever full-time Spanish-language television station, has now evolved into the lead
ing Hispanic media company in the United States, known as Univision Communications Inc.

Ruth Gaviria, SVP of Corporate Marketing at Univision, asked us to help focus their vision, pull together the different voices within their company and create an updated brand identity.

Action

In August 2011, Wolff Olins began working with Univision to concept the new brand image. Over nine months we worked together to create an identity that would modernize the brand and signal to the world that they meant business.

Wolff Olins facilitated workshops to uncover characteristics that set Univision apart in their category. Working with the brand butterfly and quadrant tools, we helped Univision understand how to modernize and diversify the brand without sacrificing their heritage and powerful brand loyalty.

The result was a re-imagined and updated version of their 30-year-old logo and a brand story that focused on using their scale and influence to be the No. 1 brand representing and serving the full spectrum of what it means to be Hispanic in America today.

Impact

Kicking off a new era at Univision as the "Hispanic Heartbeat of America," the new brand identity celebrates the company's history while reinforcing its commitment to growth and innovation. Since the 2012 launch of the evolved Univision identity, the network increased its audience by 4% during the November 2012 sweeps, and posted year-over-year increases across all the key demographics.

Univision brought the logo to life on TV in January 2013.