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The biggest ever integrated rebrand across Sky's entertainment portfolio has been rolled out.

Channels such as Sky 1, Sky Atlantic and Sky Arts have been furnished with new branding across all platforms and formats, so each one has its own distinctive identity.

Sky's in-house creative team has worked with the likes of The Mill, gotgotneed, Polynoid and Rattling Stick to produce the revamped imagery.

Liz Darran, Director of Brand & Creative at Sky, commented: "The way people view content continues to evolve and we are at the forefront of transforming that experience.

"By collaborating with best in class partners we have showcased how creativity and technology can work together to deliver a brilliant on-screen viewing experience for our customers.”

Simon Buglione, Executive Creative Director at Sky Creative, added that Sky has helped to revolutionise how people watch TV.

He hailed the new imagery as "ambitious and brand defining", before stressing it will be good for consumers as it will help them navigate its content in an "engaging and entertaining way".

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