COMEDY CENTRAL REBRAND

The complete reinvention of network speak.

 
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“Don’t change the logo.” — client brief

Without a logo reinvention, Comedy Central could not be successful in a mobile, social environment. Our rebrand not only included changing the logo, the whole premise of the brand hinged on it. 

 

SHOWS VS NETWORKS


Like many networks, Comedy Central, had fallen victim to their own successful programming (The Daily Show, The Colbert Report, South Park) becoming stronger brands themselves than the network that houses them. The solution was to create a branding system that could live with the content, not around it.

 
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“AN AMBITIOUS EXAMPLE OF BRANDING IN THE AGE OF TABLET COMPUTING.” — FAST COMPANY
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PROTOTYPING THE APP INFORMED HOW THE NETWORK WOULD MOVE AND BEHAVE ON-AIR.

Working alongside creative directors Alicia Johnson and Hal Wolverton, we started from a digital perspective allowing us to solve the network’s business issues, moving them from behaving like a television brand to behaving like a media brand.

 
 
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THE LOGO TAGS THE CONTENT.


Comedy Central “leaked” the new branding and logo  at a press conference. It immediately hit the blogosphere, generating an incredible amount of discussion and strong reaction.

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Our strategy for promotion was to create short, smart, simple bites, whether they be self-explanatory clips, intriguing non-sequiturs, or written stream-of-consciousness network-speak “dialogue”, they should be make quickly and often. The goal was the elimination of the bloated over the top oft-repeated epic promotion.

 
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AWARDS

PROMAX/ BDA GOLD:  LOGO, ART DIRECTION & DESIGN, BRANDING / TOTAL PACKAGE
ART DIRECTORS CLUB: GOLD 
THE ONE SHOW: SILVER PENCIL
BRAND NEW:  BEST OF CATEGORY, LOGO DESIGN