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New Logo and Identity for Corus by Troika



Noted Jun. 28, 2016 by Armin

Industry / Corporate Tags /


(Est. 1999) “Corus Entertainment Inc. is a leading media and content company that creates and delivers high quality brands and content across platforms for audiences around the world. The company’s portfolio of multimedia offerings encompasses 45 specialty television services, 39 radio stations, 15 conventional television stations, a global content business, digital assets, live events, children’s book publishing, animation software, technology and media services. Corus’ roster of premium brands include Global Television, W Network, OWN: Oprah Winfrey Network Canada, HGTV Canada, Food Network Canada, HISTORY®, Showcase, National Geographic Channel, Q107, CKNW, Fresh Radio, Disney Channel Canada, YTV and Nickelodeon Canada.”

Design by

Troika (Los Angeles, CA)

Related links


Relevant quote
Troika’s rebrand incorporates a bold new identity, including a new Corus logo and brand design system for all corporate collateral, marketing, website, signage and environmental. Underpinning the new design is a brand strategy that leverages the strengths of the combined companies under a renewed Corus brand. The rebrand positions Corus for the future and inspires employees through unifying brand values and a contemporary image.

Troika provided press release

Images (opinion after)
New Logo and Identity for Corus by Troika
Logo detail.
New Logo and Identity for Corus by Troika
New Logo and Identity for Corus by Troika
New Logo and Identity for Corus by Troika
Brand video.

At the Brand Nieuwe Conference last week, Brian Collins made a point of how we have lost squiggles and swooshes and color to geometric sans serif logos, citing Logitech as one example in favor of his argument. This logo is a good counterpoint, not so much in favor of replacing everything with geometric sans serifs but that it might be okay to lose some of those extra weird logos. The old logo was far too playful (and far too wackadoodle for lack of a better word to describe what it is) to be representing such grown-up channels or be taken seriously as the media conglomerate it is. The new logo is only better in that it's not wackadoodle because other than that it's bland and generic, regardless of the bright green. It's not a terrible logo — and it's relatively competently done — but it does point to the general lackluster evident in recent logo and identity redesigns. In application, the only image that conveys anything is the stationery but unfortunately it conveys that it's trying too hard to be cool in some way, any way. The video might be the most effective part of the redesign and that's because it revolves around green "O"s and circles and not the logo. Overall, with the precedent of the old logo, it would have been nice for this identity to not lose all the personality.

Thanks to Jacob Rens for the tip.

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