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New On-Air Look for The Weather Channel by Trollbäck + Company


Noted Nov. 18, 2013 by Armin

Industry / Entertainment Tags /


(Est. 1982) “Through The Weather Channel, weather.com, Weather Underground, Intellicast.com and third-party publishing partners, the company provides millions of people every day with the world’s best weather forecasts, content and data, connecting with them through television, online, mobile and tablet screens. Through WSI and Weather Central, the company delivers superior professional weather services for the media, aviation, marine and energy sectors. The Weather Company is owned by a consortium made up of NBC Universal and the private equity firms The Blackstone Group and Bain Capital. For more information, be sure to visit our fact sheet.”

Changes for Tuesday, Nov. 12 include: “A new brand positioning, represented by a new brand mantra: It’s Amazing Out There.”

Design by

Design: Trollb�ck + Company / Campaign: mono / Sound: Man Made Music

Related links

Weather Channel press release

Relevant quote
We were tasked with re-inventing the information design and creating a modern, exciting image for the network. All the communication, from maps and data visualization to the graphic language and icon system represents a new way to see our relationship with the world around us and further seals the network's authority as the destination for all things weather.

The extensive graphics packaging includes the rebrand of Severe Weather show properties; virtual 3D sets; primetime promo packaging toolkits; a motion control mountain-view time-lapse with typographic lighting; and live-action talent IDs showcasing a deeper view of network personalities.

T+Co also helmed physical set designs to interact with the onscreen graphics; a new tone-of-voice guide with a friendly and respectable tilt; and a sonic identity, working with Man-Made Music, featuring all-new branded anthems, show opens and alerts.

Trollbäck + Company Vimeo project page

Images (opinion after)
Before and after comparison of on-air graphics.
Reel of new on-air graphics.

While the logo remains the same, the overall brand for the channel has greatly improved from bland and spare on-air graphics to info-charged graphics that feel much more in tune with today's standards and the ability of people to process more visual information at once.

Thanks to Mitch for the tip.

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