Free TV Australia has unveiled a new brand image and website, the first change to the organisation’s brand since 2003.

“The way Australians consume content has changed significantly over the past decade and Free TV broadcasters have changed with them, delivering new channels, new on-demand services and continuing to evolve our content offering,” said Free TV Australia chief executive officer, Bridget Fair.

“We are at an inflection point for the future of our industry, both in terms of changing viewer behaviour and the resultant pressures on our regulatory framework. With these changes in mind, the time seemed right to revitalise our brand.”

Fair said the inspiration for the new logo is ”television without borders” and is intended to reflect Free TV as a ”modern, future-facing organisation”.

The new logo and brand refresh was developed by multidisciplinary design agency CRE8IVE. 

The new website was created by the Sydney digital creative agency Chook.

“Chook were the perfect partners to bring our new brand direction to life and create a website that highlights the outstanding Australian content available on Free TV. We could not be happier with the result,” added Fair.