GMM NEWS

Rebrand

GMM News is an independent news agency under GMM Grammy Group. As a key player in Thailand's television news landscape, GMM News aims to establish its own editorial identity, distinct from other Grammy-owned news programs, to enhance credibility and editorial autonomy. It broadcasts via GMM25 — a digital terrestrial TV channel that targets urban and younger audiences. GMM25's SD format and youth-oriented programming distinguish it from ONE Channel (One31), which focuses more on mainstream content.

The rebranding of GMM News supports its transformation into a fully independent news agency while maintaining its broadcast presence on GMM25. At the time, GMM News still depended on news sources from One News, yet needed to present itself differently to appeal to a new, younger target audience. The rebrand was initiated due to the outdated and indistinct image of the original GMM News, which had relied heavily on shared content with One News. The initiative includes a comprehensive brand identity overhaul, covering logo development, motion graphics, studio environment, and flexible on-screen layout systems tailored to the channel’s dynamic and modern audience.

Context

Previously, GMM News operated with content sourced from One News, which airs on One31 (GMM One Channel). Without an independent editorial team, GMM News relied solely on its own presenters while duplicating core news from the same newsroom as its sister channel. This led to an identity crisis that made the brand appear redundant and indistinguishable.

Recognizing the need for a distinct identity, GMM News initiated the formation of its own editorial team and began a full-scale rebranding. This rebranding serves not only as a design update but as a strategic shift toward editorial independence and audience relevance.

Strategy

The transformation strategy focuses on:

- A smart-casual wardrobe for anchors

- A friendly and conversational delivery style

- Adaptable storytelling tone optimized for social media

- A refined and modern visual system that reinforces professionalism and approachability

These changes reflect an effort to bridge credibility with relatability, catering to a new generation of viewers.

Solution

To express the brand’s editorial independence and new identity:

- The visual system was redesigned for timelessness and long-term flexibility

- The logo was modernized while retaining brand DNA

- Color schemes and motion graphic systems were created to be clear, versatile, and stylish

- The studio was reimagined with a semi-formal yet welcoming tone

Logo System

The vertical logo serves as the primary version for mobile and square-based layouts, while the horizontal logo is secondary, optimized for TV lower-thirds and widescreen contexts. The logo design preserves the DNA of GMM Grammy and GMM25 by incorporating a signature screen frame element and typographic stencil style reminiscent of the original GMM25 mark.

Brand Architecture

GMM News serves as the umbrella brand for the overall news agency. Under this system, the news programs are segmented into three key time slots — morning, noon, and evening — with clear sub-branding:

- "เช้าวันนี้ GMM News" (Morning GMM News)

- "เที่ยงวันนี้ GMM News" (Afternoon GMM News)

- "เย็นวันนี้ GMM News" (Evening GMM News)

Each of these programs carries its own distinctive visual tone — for example, the morning segment uses lighter color accents and quicker-paced transitions to reflect a fresh start to the day, while the evening program adopts deeper tones and steadier pacing to convey a more serious and reflective atmosphere. Additional news segments and sub-programs — such as GOOD news, รู้ไว้ ไม่ OUT, ADMIN TALK, SPORT news, and CHECK IN รอบโลก — are designed as part of a multi-brand system that allows independent naming and visual flexibility within the GMM News ecosystem.

On-Screen Layout Design

The layout system enhances brand recognition and viewer clarity across broadcast content. Key features include:

- A modular design adaptable to each news slot

- Visual language that emphasizes clarity and segmentation

- Dynamic lower-thirds that vary in color and typography based on the program’s mood

- Use of logo-integrated labels and consistent placement for elements like timestamps and channel branding

There is a clear color-coded system per time slot, leaning towards a semi-casual tone, to help audiences quickly associate the mood and nature of each news period. This design approach increases memorability and helps viewers intuitively distinguish content by time of day.

This layout ensures high readability, clear hierarchy of information, and coherence across various broadcast formats, from in-studio segments to live field reports.