Asian Food Channel unveils new logo

The Asian Food Channel (AFC) celebrates its 10th anniversary with a new logo and on-air look, the channel’s first brand makeover since its launch in 2005.The array of dots was removed in the new AFC logo but it retained the green typography with a spray of color. The brand refresh have also reached online as AFC revamps it official website, now currently in the beta stage.“The refreshed AFC look and feel will enrich the brand, combining the proud heritage with new contemporary features… reflecting the channel’s growing sophistication and will set the direction of our programming,” CheeK, head of creative, content and marketing at Scripps Networks Interactive for Asia Pacific, AFC’s parent company.AFC rebranding exercise officially took the airwaves this Thursday and is far from just skin deep, says Derek Chang, managing director for Scripps Networks Interactive for Asia Pacific.Chang says that Asia’s first food-focused channel is planning to refresh over its 200 hours of programming to sustain its lead in the food category. “People are drawn here because of the rich food culture, and AFC is a platform that celebrates all that the region has to offer,” he adds.AFC’s line up of fresh shows begins in June with Food Hero, the first cross-channel initiative to launch on the Asian Food Channel and Food Network. The two winners of the show, definitely passionate about food and travel, will be groomed as the new faces of the network.