CLIENT
The only all-comedy network, currently seen in more than 98 million homes nationwide and airs award-winning programming, including The Daily Show with Jon Stewart, The Colbert Report, South Park and Tosh.0.
BRIEF
Comedy Central needed a branding solution that more firmly attached the network to their programming while reaching a younger audience. We began with the insights that (1) comedy is inherently social, and (2) the content needed to travel in a branded way across platforms. On a basic branding level, the challenges revolved around issues of scale and transportability that the logo and branding needed to address. Because a network is a brand that houses other brands — shows, content, personalities — we needed to create a system that celebrated the rich content (the programming) without abandoning the providers (the network).
APPROACH
The era of station identifications and television network logos is behind us. This is the era of networks identifying with a set of curated content, content that will appear on a variety of devices, from televisions to mobile phones. We created an identifier that can be flexible in this new media landscape, and can travel across all platforms seamlessly. The Comedymark’s animation is simple and subtle in its humor, but leaves room for play across material. The mark is strongest not when it’s animating in a series of states, but when it tags and owns Comedy Central content across platforms.
