China’s national science and education network, CCTV10 revealed a brand new look, designed by ZSPACE land launched during the high profile Chinese New Year ratings period. The rebrand features a new core logo and centres on the idea of “The eye by which you can explore the world”. The new logo is made up of 3 crescents representing the tagline, “Discovery, Observation and Documentation”. This theme is carried through all aspects of the new on air and digital look with 4 beautiful station Idents and fresh promo and in-show elements uniting all programs under the new branding, creating something new whilst respecting Chinese tradition.