MUMBAI: The Times Global Broadcasting Company Ltd, which has been targeting to launch before the festive season, has christened its English news channel as - - 'Times Now'.

The 24- hour English news channel has unveiled its name and the visual identity. In a statement issued from Times Global Broadcasting Company the name leverages the popular franchise of the Times Group in the domain of news. Times Now - the name and logo reflects the channels commitment to news gathering, presenting it in a modern form relevant to the changing needs of the urban audience.

The logo has been designed by Giant Octopus, the international design mogul. The broadcasters will be using the logo in a variety of formats on and off air as well as on the website, in interactive television and peripheral materials. The 3-D stylized metallic look of the logo represents the new-age design philosophy, informs the media release.

Times Global Broadcasting Co Ltd chairman Vineet Jain who has been behind christening of brands like Indiatimes, Radio Mirchi and Zoom, said, "The name stands for immediacy and the logo has a cutting edge and distinctive visual appeal". The blue and red colors bring alive the vibrancy, serenity, warmth and firmness of the brand. 'Now' asserts the urgency associated with news. Times Now personifies and integrates the brand values of the Times Group and stands upright with the 'of the moment' and "on the go "image for the news channel."

Giant Octopus has been instrumental in creating and packaging the visual identity for key news and television channels including Fox News and its several affiliates, Al Jazeera, NBC, CBS, ABC, and Discovery & Animal Planet.

The logo development is the result of active participation of Giant Octopus with the creative teams of Times Global Broadcasting, states the release.

Times Global Broadcasting chief executive officer Sunil Lulla said, "Times Now - is for the growing influential urban audience - its name and design appeals to their aspirations and sensibilities - very much the way in which the channel will be relevant and experiential to them."

Times Now will provide up to the minute news and current affairs from India and around the world. The programming will include news gathered by Reuters from around the world.