DADA has designed a new television channel for the African Diaspora that is inspired by traditional and contemporary African culture.
A new YANGA TV entertainment channel has been designed from the ground up and is targeted at the African Diaspora.
It launched on Sky and is designed by Darren Agnew of DADA (Darren Agnew Design and Animation), who has sought to develop a brand that “appeals to a British African audience”, he says.
“Bold, provocative irreverent”
MediaWorks managing director Lindsay Oliver is behind the channel and tasked Agnew with creating a brand that was “stylish but not arrogant, aspirational but not elitist, edgy but inclusive.” Other cues included “bold, provocative, irreverent.”
While Agnew looked to the entire African continent for inspiration, there was a particular focus on West African symbolism. Textiles and jewelry were studied, while color and composition were referenced in a variety of assets created for the brand on-air and off-air.
Four shows also marked
“YANGA” is West African slang for self-pride and ostentation, used as a positive phrase for self-expression. Although the identity references traditional patterns, its typeface has a contemporary feel, says Agnew, who has brought in colors that evoke West Africa, like green from Nigeria and red, yellow and green from Ghana.
In addition to the YANGA identity, four originally commissioned shows have been branded: Noni, Fizzi, Number 6 and Turn Up.
All the other icons radiate outward from a central point, which acts as a visual cue so they’re recognizable as part of the same brand, Agnew says.
Channel logos, badges, bumpers and studio sets have been created. DADA has worked with other partners, including web developers Atto Partners, CGI specialists Tomorrowisclosed, and animation studio Prawnimation.
