This is a very old entry — images are small, formatting is off.
Clear Channel International (CCI) boasts over half a million “different displays and sites across 30 countries in Europe and the Asia-Pacific region” where companies can advertise. This includes displays like billboards and street furniture as well as displays in airports and a myriad other environments. CCI employs 5,000 people across the world and is part of Clear Channel Outdoor Holdings, which in turn is part of Clear Channel Communications, the global media and entertainment conglomerate. So chances are, if you have looked up, down, left, or right anywhere in the world you have seen an out-of-home advertisement placed on a CCI or Clear Channel. CCI recently introduced a new identity, designed by London-based Proud Creative, that departs from the rest of the Clear Channel look.
The new Clear Channel logo has been designed to convey a sense of clarity, authority and confidence whilst retaining the heritage associated with the previous logo. The logo uses the new Clear Channel core palette of a dark and bright blue to create a crisp, fresh and dynamic appearance.
— Proud Creative Case Study
It’s clear that the task was limited to updating, or at least restyling the existing logo, because it certainly deserves a major overhaul. There is no redeeming quality of the original “C” icon. It’s awkward, disproportioned, and, well, ugly. The new “C” icon is a little less of all those things but still no significant improvement. The new typography is infinitely better — even when it’s relatively easy to improve upon tightly tracked serif small caps — and it’s here that the identity starts to improve, when it really breaks away from the rest of the Clear Channel aesthetic. The updated logo is nothing to get too excited about but the identity is quite dynamic and interesting.
The visual language is based on the idea of a series of posters or screens displayed to create a landscape. There is a baseline and sky line to provide structure, with the posters sitting on the baseline.
To inject a touch of wit, the objects are not shown to scale: in our cityscape, a pair of shoes might be the same height as a 96 sheet billboard.
— Proud Creative Case Study
Everything has a bold and colorful freshness that I would have never associated with Clear Channel. It feels vibrant and relevant, not just a monstrous company with billboards everywhere. I love the whole play on layers of “displays” and showcasing that CCI is not just billboards but dozens of different print and digital canvases to advertise on. The “C” icon still holds everything back by a few decades, but the application takes enough attention away from it to be actually enjoyable.