Versatality. The logo is inspired from the wine glass as its transparency always enhances the character of wine. The personality of the wine also help build the logo. The vibrant colour and its flexibility to mold into any shape adds to the uniquness of the logo. Basically the image of wine in a glass has been portrayed by the logo, where the wine elegantly molds into the shape seven. 

 

 

MODIFICATIONS: The logo will modify as the day passes by. The wine in the seven will be completely full early in the day, however as the day progresses the level of wine will start reducing. By the end of the day the seven will be entirely empty depicting that the wine has been sipped up. This concept basically suggests that all the excitement from the programmes of the channel have emitted their knowledge and are now coming to an end.

ON SCREEN DISPLAY: In order to create a theme around the logo, colours from the logo have been used. Forms have been created in such a way that they create movement and represent the concept of the wine whirling. The forms are translucent so that the character of all the forms are connected and also appears to be in liquid state (similar to wine). The typeface for the text is consistent throughout the channel.