Launched in 1994, Turner Classic Movies (TCM) presents, as its name implies, some of the most classic and great American films — mostly from the 1930s through the 1960s — that every movie lover should watch. In August, TCM introduced a revised logo and a completely new on-air package designed by Los Angeles, CA-based Ferroconcrete.
We created a unique personality that showed TCM could be friendly, knowledgable, and romantic — without being stuck in the past.
We redesigned TCM’s logo, ID, backgrounds, menus, and end pages — crafting a completely new brand system with a clean and direct focus on communication to establish TCM as the destination for classic movies. We showed that TCM will always be a classic..
While the logo remains mostly intact, the whole feel of the channel is softer and more nostalgic, putting the vintage/advertising look designed by Charles S. Anderson Design many years ago squarely in the rear-view mirror. The pastel color palette brings a bit of that patina from early color movies while the introduction of expressive brush lettering adds a touch of newness. I’m not a big fan of the DIN-esque typography chosen to carry the identity — it feels too distant and cold, like it’s not properly engaging with the content. My favorite, subtle detail of the whole package is when the logo “drops” from the center of the screen and becomes blurry, giving it a lens-like effect. Overall, there is a few too many elements at play and it doesn’t seem like they quite come together perfectly yet, but I definitely like where the brush lettering and color palette could take this and now that AMC (American Movie Classics) is focused on original content, this is a great time for TMC to establish its niche and this definitely gives it its own aesthetic.