M6's new logo, all in simplicity -

M6 / Gédéon

  • There is a change on the side of M6 from this Tuesday.

    The channel offers itself the

    package

    of a brand new look, music and logo included.

  • But do these novelties really matter to the public?

    20 Minutes

    asked Marie-France Chambat-Houillon, audiovisual semiologist.

“Oh oh oh, M6”, it's over.

From today, you will have to watch for a new sound signal to know when your favorite show will resume while you are still on a pee break.

The Six unveiled its new look on Tuesday, with a brand new musical identity and graphic charter, as well as a redesigned logo.

The channel relies on simplicity and sobriety to please viewers and deliver an implicit message to them: the channel closest to its audience is M6.

But changing the logo and the jingle is not a trivial matter.

"A change in visual and sound signature is a huge risk because it is disconcerting, it breaks with viewing habits", comments Marie-France Chambat-Houillon, audiovisual semiologist and director of CEISME.

A disruption of public habits then takes place, and this can be dangerous.

"Viewers can turn away if they judge that there is no consistency between what we promise to be, and what they will offer through their programs," judge Marie-France Chambat- Houillon.

Because a logo is much more than a superposition of lines and colors.

A logo is a message.

⌚️ We will meet you tomorrow at 6 a.m. to discover the new look of @ M6 live!

#teasing #dressing pic.twitter.com/QKSvsHyDSX

- lenodal (@lenodal) August 31, 2020

"The dressing is an implicit discourse of the editorial values ​​defended by the chain"

Starting today, M6 says goodbye to its 3D logo, springing up at every commercial break.

It had been thirteen years since viewers had faced it, he who was so imposing taking up all the screen space.

Now, it's a smaller logo that is displayed, more dynamic too.

In addition to the desire to stand out in the PAF, this new image is similar to a moral signature between the channel and the public.

“The dressing is an implicit discourse of the editorial values ​​defended by the channel, notes the semiologist.

It must put itself at the service of programming.

In other words, if the codes of the jingles do not correspond to those of the programs broadcast by the channel, there will be a problem for viewers.

Changes in visual identity are not that rare on the small screen.

Two years ago, France Télévisions offered a facelift by making a cross on its “window” logos and adopting its now emblematic point.

But dressing in new clothes is useless if it is not accompanied by profound changes.

"It is a distinctive mark which makes it possible to reaffirm what we are and what we want to promote as values ​​and as content", analyzes Marie-France Chambat-Houillon.

A helping hand in the face of a drop in audiences?

With this new image, M6 wants to register as the channel you can count on.

The proof was given during the confinement, with the show of Cyril Lignac, who shared his cooking recipes with the French, averse to discovering new dishes to occupy both their time and their mind.

But the spirit of reconquest can also be an explanation for this change of dress.

The summer was particularly difficult for the channel, with July at the lowest in 25 years, and August marked by deprogramming.

Changing your image means renewing yourself to catch up with viewers.

The question is whether they will immediately notice this change, or if they will only notice it in several days or even weeks, telling themselves that there is something that has changed in their viewing habits.

“The dressing is not an explicit message intended for viewers.

They perceive the implicit by dint of rubbing shoulders with the channel, ”explains the media specialist.

The only way to know if this identity change was a good idea is to wait for the public's reaction.

If it manages to promote its programs without being too complex, the bet is successful.

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