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New Logo for Oxygen Media by Trollbäck + Company



Noted Jul. 11, 2017 by Armin

Industry / Entertainment Tags /


Oxygen Media is a multiplatform crime destination brand for women. Having announced the full-time shift to crime programming in 2017, Oxygen has become the fastest growing cable entertainment network with popular unscripted original programming that includes the flagship ‘Snapped’ franchise, ‘Three Days to Live,’ and ‘It Takes A Killer.’ Available in more than 77 million homes, Oxygen is a program service of NBCUniversal Cable Entertainment, a division of NBCUniversal, one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience.”

Design by

Trollbäck + Company

Related links

NBCUniversal press release
2014 Brand New Noted post

Images (opinion after)
New Logo for Oxygen Media by Trollbäck + Company
New Logo for Oxygen Media by Trollbäck + Company
New Logo for Oxygen Media by Trollbäck + Company
New Logo for Oxygen Media by Trollbäck + Company
New York Subway station takeover. (From their Instagram account.)

It’s kind of intriguing how Oxygen went from a women lifestyle channel to a crime channel — I wonder what was the pivotal moment? The new logo does have a certain creepiness to it, like, there is something clearly wrong with it (not visually but, like, in the head). This is actually a compliment as I think the logo does manage to capture the police-line-do-not-cross aesthetic or also a masking-tape-to-label-evidence aesthetic, neither of which is very expected. The applications in the subway takeover have a somewhat cliché-ish mystery novel cover vibe that’s good and out of the norm for a TV channel but still comfortable within that genre if you found yourself in that aisle of the bookstore. I question the “Crime all the Time” tagline… I’m no pacifist, but in politically-charged climates like today, that’s not the most positive of rallying cries. Unlike Destination America — another channel that pivoted into a weird subject but kept its name — “oxygen” has a very dark-and-stormy connotation as it relates to crime, where the victim is running or has run out of air. Dark stuff, ladies.

Thanks to Ty Blits for the tip.

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Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

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