Expectation identity

Website

Pete&Tom have just completed the identity, logo animation and website for the independent production company, Expectation.

Founded by former Endemol Shine Group president Tim Hincks and ex-ITV director of television Peter Fincham, Expectation promises to deliver outstanding programmes covering drama, comedy, entertainment, reality and factual.

Peter and Tim were keen to make Expectation feel like a home for talent where you knew great things were going to happen. To this end, we wanted to capture a sense of energy, spontaneity and personality in the brand. We found these attributes in the coiled form of the handwritten ‘e’ which acts as a shorthand for the brand enabling it to appear with or without the name. An animated version was then created that appears at the end of programmes.