British Sky Broadcasting Group (a.k.a. BSkyB; trading as Sky) is a public satellite broadcasting company operating in the United Kingdom and Ireland. It is the largest pay-TV broadcaster in the United Kingdom with over 10 million subscribers. Sky Arts 1 and 2 are channels in their portfolio.
The client wanted arts and culture to be presented in a universally accessible way. The client wanted the logo to be depicted in a more kinetic form, with a relationship to everyday scenes that ordinary people could identify with.
Artistic materials are generated from a single piece of kinetic energy. The material inhabits everyday scenes, coalescing loosely to form the “ARTS” element of the channel logo.”