From the Audiovisual Identity Database, the motion graphics museum


2waytraffic is a Dutch entertainment company that was formed in 2004 by former Endemol executives Kees Abrahams, Unico Glorie, and Taco Ketelaar that is based in Hilversum, the Netherlands. In December 2006, 2waytraffic acquired Celador International from Celador, Ltd., and with it, the international rights to Who Wants to Be a Millionaire? among other formats. On June 4, 2008, 2waytraffic was acquired by Sony Pictures Entertainment for GBP£114.3 million (USD$223.2 million) and was under Sony Pictures Television International until April 1, 2009, when SPT and SPTI were combined under one roof. In April 2012, 2waytraffic became "Sony Pictures Television International Formats Distribution". Today, 2waytraffic is an in-name-only unit of Sony Pictures Television, with copyrights to its formats currently being assigned to CPT Holdings, Inc., one of the companies behind Sony Pictures Television.

Logo (September 10, 2007-July 24, 2021)

Visuals: On a white background, there is a white 3-D arrow inside a purple 3-D circle pointing down to the other white arrow in a light blue 3D circle. Later, there is a white flash to reveal "2wa", which later flashes again to the 2waytraffic logo as the name leans up from diagonal to horizontal while the arrows and circles twist and turn to position themselves.


  • On 2waytraffic's site on October 6, 2008, the flash player intro has the logo that features the byline "a SONY PICTURES ENTERTAINMENT company" under the name "2waytraffic" animating under the logo. However, the byline hasn't appeared on on-screen local syndicated episodes of Who Wants to Be a Millionaire? until September 5, 2011. It also can be seen overseas such as on the 2009 Dutch version of Pyramid.
  • A longer version exists with the arrows and circles twisting and rotating around at the beginning.
  • The logo appears in-credit on certain shows.
  • On some episodes of Classic Who Wants to be a Millionaire? aired on Challenge in the UK with a 2007 copyright date, it instead features a 2D print version of the logo with no byline. On this version, the company name is stylized as "2waytraffic".
  • To go with the above, some episodes of Classic Millionaire on Challenge with a 2007 copyright date instead uses a static version of the 3D logo, including the Sony byline.

Technique: CGI.


  • 2007-2008: A 10-note piano theme.
  • 2008-2012: Same as above with a beautiful techno drum beat added to the theme and another sound when the SPE byline is animating, which has been heard on promos of series on 2waytraffic/Sony Pictures Television's site and non-US series.

Audio Variants:

  • On the American and UK versions of Who Wants to Be a Millionaire?, the end title theme plays.
  • A long version exists.


  • It was seen on post-2007 episodes of Who Wants to Be a Millionaire? in local syndication and on most of its international versions. It's retained on Game Show Network's reruns.
  • Surprisingly, when the tenth anniversary primetime specials of Millionaire aired on ABC in August 2009, this logo, along with the Valleycrest Productions, and Disney-ABC Domestic Television logos, did not appear at the end of all 11 episodes!
  • This logo is also seen across the globe on other game shows like Millionaire's first spin-off game show 50:50 until 2012, The Greatest Royalty Expert, That's the Question, Love Brokers, Take It or Leave It, and the Dutch version of Pyramid, among others.
  • It appears on video games based on said franchises.
  • Many international versions that carried this logo since mid-2012 have been using the Sony Pictures Television logo. However, this logo was still used on the Russian version of Who Wants to Be a Millionaire? until July 24, 2021.
  • This is also seen on Who Wants to Be a Millionaire? Hot Seat.
  • Almost all episodes of the UK version of Millionaire made after 2011 featured the Victory Television logo, but most episodes of Classic Millionaire on Challenge from 2007 onwards will feature this logo.
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