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New On-Air Look for A&E by Troika

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Reviewed Jan. 8, 2014 by Armin

Industry / Entertainment Tags /

Launched in 1984, A&E (originally Arts & Entertainments) has grown from a fuddy-duddy channel with a niche viewership to a reality TV powerhouse in the late oughts to a surprisingly contemporary purveyor of original programming today. Its current roster of Bates Motel, Duck Dynasty, and Storage Wars among other shows has made A&E one of the best representatives of the cable TV revolution. In 2008 it updated its logo, reported here, and has since maintained it well while changing tag lines that reflect its programming. The last one, “Be Original”, announced in October started to get air time in early December along with a new on-air look and overall identity upgrade by Los Angeles, CA-based Troika.

A full case study with additional images and explanations can be found on Troika’s site.

New On-Air Look for A&E by Troika
The task.
“As the A&E brand continues to evolve, it has become increasingly important to let both the consumer and trade know what A&E stands for,” said Guy Slattery, Executive Vice President of Marketing, A&E Network. “A&E is a brand that celebrates originality. Our content is 100% original, our talent is completely one-of-a-kind and our storytelling is innovative and always fresh.”

Press release

New On-Air Look for A&E by Troika
About “Be Original”.
New On-Air Look for A&E by Troika
Concept.
New On-Air Look for A&E by Troika
The ingredients: Characters, Objects, Textures, Enviroments, and Icons.
New On-Air Look for A&E by Troika
Custom type family.
New On-Air Look for A&E by Troika
New On-Air Look for A&E by Troika
New On-Air Look for A&E by Troika
New On-Air Look for A&E by Troika
The ingredients combine to create “Recipe Cards” to create an individual identity for each show.
On-air montage.
Bates Motel ident.
Duck Dynasty ident.

I will have to admit that I don’t watch enough live TV to know what the previous A&E on-air look looked like so I don’t really have a point of comparison but I do know a good thing when I see it. This new identity is a well cooked mix of fresh ingredients that taste both serious and quirky. There is a very interesting mix of polished and gauche — I mean that in a positive way! — finishes to everything from the typography to the textures to the live-action shots of the actors that give the identity a fresh, unexpected vibe. A job well done and nicely presented.

Thanks to The Branding Source for the tip.

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