First aired on the BBC from 1990 to 2001 and then revived in 2005, MasterChef is a TV cooking show that pits amateur cooks against each other with judges determining the best tasting dishes. The series and format have now been exported to more than 35 countries including Bangladesh, China, France, Peru — to name but a few — and including Australia, where it’s consistently been the most watched series and in the United States, where celebrity chef Gordon Ramsey is judge. The format has evolved into “MasterChef: The Professionals” for professional working chefs, “Celebrity MasterChef” for celebrities that cook, and even “Junior MasterChef” for the kids. The MasterChef brand has evolved into a line of cooking consumer products, cookbooks, and magazines. To bring it all together, a new identity has been designed by London-based The Plant.
The old logo wasn’t so bad that it called attention to itself and screamed for a redesign but now that we see a better version it’s easier to spot the annoyance of the old one, like the poor and extra tightly tracked typography with its bad embossing as well as the undefined curves of the “m” in the monogram. The new logo has a much more readable and pleasant sans serif without the fiery effects while the “m” made out of the stove coil is cleaner and better spaced. They are all small evolutions that make a big difference.
In application, there isn’t much to the identity. That’s not saying that it’s bad or boring or unimaginative. It’s all a fairly decent and clean approach that looks good but it’s nothing revolutionary. Overall, a good upgrade for a mass entertainment brand.