# PRO TV new logo (2017)

> PRO TV launched a new logo in Aug 2017. Aug 2017 PRO rebrand: blue square PRO/tv with tricolour stripes -> PRO•TV wordmark in Filson Pro.

## Key facts

- Brand: PRO TV
- Launched: Aug 2017
- What changed: Aug 2017 PRO rebrand: blue square PRO/tv with tricolour stripes -> PRO•TV wordmark in Filson Pro.
- Why: Pro TV said it wanted its channels, until then perceived as separate entities, to be seen as a whole under a single PRO identity.
- Industry: Media
- Logos: https://rebrandlog.com/logos/pro-tv-2017/before.svg (before), https://rebrandlog.com/logos/pro-tv-2017/after.svg (after)

## The rebrand, explained

The Romanian broadcaster Pro TV changed its logo for the second time in 22 years in 2017. Pagina de Media's Iulia Bunea reported in July that the first and most important change had come in January 2016, when the channel shed its famous red, blue and green, the primary colours of television, and became monochrome. The autumn change would remove the last elements recalling the 1995 logo: the three horizontal lines broken by the abbreviation TV.

The new logo is still monochrome and simpler, Pagina de Media wrote: a bold Pro, a dot and a thin TV. The bigger change was architectural. The group's channels, until then distinct brands, moved under the PRO umbrella. The broadcast regulator CNA approved the request on 20 July to change the logos of all the group's stations and rename several. Acasă TV, launched in 1998, became Pro 2; Acasă Gold became Pro Gold; and Sport.ro became Pro X, a channel aimed at men.

Pro TV's own news site announced that from 28 August the PRO universe would come together under a single graphic and visual concept, with one identity in light of which branding for all six channels would be developed. Chief executive Aleksandras Cesnavicius said that each secondary channel had until then been perceived as a separate entity, and that the group wanted the PRO universe to become bigger and stronger and be seen as a whole. In two words, he said, we are PRO.

Killing the broken stripes finishes a job begun in 2016, and the bold and thin contrast in PRO dot TV is a clean, legible piece of type that will scale down to a corner bug without trouble. The real decision is the naming. Folding Acasă, a channel name in use since 1998, into a numbered Pro 2 trades familiarity for portfolio tidiness, a classic network move that rarely pleases viewers. Readers in Pagina de Media's comments were split, some calling the new mark a step down from the professional old one. A family brand is efficient; it is also a little anonymous, and Pro X is a name that tells viewers almost nothing about what they will find there.

In short: One dot, one family, fewer names.

## Sources

- https://www.paginademedia.ro/2017/07/logo-ul-pro-tv-schimbat-a-doua-oara-in-22-de-ani/
- https://fontsinuse.com/uses/24808/pro-tv-romania-rebrand-2017
- https://www.protv.ro/articol/46669-un-nume-o-viziune-suntem-pro

## Cite this

Rebrand Log, "PRO TV new logo (2017)", https://rebrandlog.com/rebrand/pro-tv-2017/, last updated 2026-10-21.