Alhurra (Arabic for “The Free One”) is a commercial-free, Arabic-language satellite TV network. It broadcasts throughout the Middle East, primarily news and information. C&G Partners redesigned the brand identity, logo, print materials, on-air television graphics and animations for both Alhurra TV and their flagship show Al Youm ("Today"). The goals for the evolved identity were to give the network a strong brand image, signal a programming shift toward more news-oriented content and appeal to a younger demographic. Since increasing viewership meant offering a relevant alternative to such competing news sources as Al Jezeera, BBC and CNN, the strategy was to appeal to Arabic sensibilities, delicately balancing the fact that it is a network produced in the U.S. with a visual language appropriate to and respectful of a modern pan-Arabic audience. The resulting logo, three flowing colored ribbons that coalesce to form a bird in flight, speaks to the network’s mission to broaden its viewers’ perspectives by giving them access to more factual content and less biased points of view. Yellow, red and purple ribbons evoke banners, flags and celebration while the bird symbolizes ascension, freedom and reaching up to the light; both are metaphors appropriate to a network focused on delivering accurate, balanced and comprehensive news. The supporting stylized typography remains as it was in the former logo to provide a connection for loyal viewers with the new identity.