Category Archives: Logo Rebrand

MTV International’s Flanker Channels get graphic rebrand

LA-based animation and design studio Laundry has rebranded MTV International’s Flanker Channels, seven music-themed channels that broadcast in international markets and complement the MTV flagship channel. They worked closely with MTV World Creative Studio, the network’s international creative unit. The new brand identity is now on-air and online.

The MTV Flanker Channels offer viewers a wide variety of choices across seven different subsets of programming: Live, Hits, Classic, Rock, Music, Dance and Base. While the new branding package has a unified look, each channel’s theme is tailored for that type of music. Within the package there is a series of genre-inspired “party animal” characters that dance, shake and move to the DNA of each channel.

“We were faced with the challenge of finding a conceptual and visual thread that connected everything,” says Maximiliano Borrego, creative director at MTV World Creative Studio. “Something unique and identifiable across the channels that would, above all, entertain our audience. It was a big visual creative puzzle.”

“Adhering to MTV’s ‘Kill Boring’ mantra was a welcome license for us to make bold, creative choices that the network can own,” says PJ Richardson, partner/executive creative director of Laundry. “All seven Flanker identities reveal something distinct and unexpected, yet holistically fit within the larger brand ecosystem of the MTV family of channels.”

Laundry developed a graphics system for the rebrand based on “Wireframe + Skin,” MTV’s visual framework to branding. This conceptual and modular design approach dictated how they composed and arranged graphic content to interact. Assets included IDs, bumpers, key art, on-screen graphics, end boards, background animations, invaders (loopable animated elements), 3D logos (on-air and online), container boxes and crawls for each Flanker Channel.

They called on Maxon Cinema 4D and Adobe’s Creative Suite.

“We pictured MTV as a virtual reality planet where each sub-channel is a genre-specific continent — inhabited by party animals,” says Anthony Liu, partner/executive creative director of Laundry. “They’re the perfect visual metaphor for the diverse music genres and fans of the world; different in their influence and location, but the same in their fandom and human spirit.”

The party animals are 3D characters rendered to look graphic. Each one distantly references a real animal representing the music styles of the specific channel: an eel reflects the smoothness of electronic music like a glow stick, and a crab with a speaker-like shell is a nod to Jamaican dance-party vans. The creatures were designed to provide a lot of latitude across different moments in animation. For MTV Rocks, a 24-hour alternative music channel, Laundry built a frenetic mosh pit-inspired character made of drumsticks and guitar picks. While the animation is not specific to any one band or type of rock music, it captures the overall wild energy of the genre.

In total, Laundry created more than 300 elements for the MTV International Flanker Channels. The team also developed insanely vibrant layouts that reinforce MTV’s “Kill Boring” mission statement by combining the invader graphics with off-the-wall logo treatments and color palettes. Once the entire rebrand was brought to life, Laundry created a style guide with templates, so MTV teams across the world could use the assets consistently, but with enough flexibility as to not be repetitive.

“The MTV World Creative group really understood viewers’ shortening attention span, but increased appreciation of creativity, which was a vision we shared,” concludes Richardson. “Challenging in all the right ways, what made the collaboration so spectacular was the process of evolving the look and feel of the rebrand to nail both of those things and make a final package we’re all super stoked about.”

Nickelodeon gets new on-air brand refresh

The children’s network Nickelodeon has debuted an all-new brand refresh of its on-air and online look and feel. Created with animation, design, global branding and creative agency Superestudio, based in Buenos Aires, Argentina, Nick’s new look features an array of kids interacting with the real world and Nick’s characters in live-action and graphic environments.

The new look consists of almost 300 deliverables, including bumpers, IDs, promo toolkits and graphic developments that first rolled out across the network’s US linear platform, followed by online, social media and off-channel. Updated elements for the network’s international channels will follow.

“We really wanted to highlight how much surprise and fun are parts of kids’ lives, so we took as our inspiration the surreal nature of GIFs, memes and emoticons and created an entire new visual vocabulary,” says Michael Waldron, SVP, creative director art and design for Nickelodeon Group and Nick@Nite. “Using a mix of real kids and on-air talent, the refresh looks through the lens of how kids see things — the unpredictable, extraordinary and joyful nature of a child’s imagination. Superestudio was the right company for this refresh because they use a great mix of different techniques, and they brought a fresh viewpoint that had just the right amount of quirk and whimsy.”

Nickelodeon’s new look was created by combining real kids with 2D and 3D graphics to create imaginative reinterpretations of Nickelodeon’s properties and characters as they became real-world playgrounds for kids to bring to life, rearrange and redesign. From turning SpongeBob’s face into a tongue-twisted fun zone to kids rearranging and rebuilding Lincoln Loud from The Loud House, everything from the overhead and docu-style camera angles to the seamless blend of real-world and tactile elements.

Nickelodeon’s classic orange logo is now set against an updated color palette of bright tones, including purple, light blue, lime and cream.

According to Superestudio executive creative director Ezequiel Rormoser, “The software that we used is Adobe After Effects and Maxon Cinema 4D. I think the most interesting thing is how we mixed live action with graphics, not in terms of technical complexity, but in the way they interact in an unexpected way. “

Dell 6.15

ESPN’s NBA coverage gets a rebrand

The bi-coastal studio Big Block recently collaborated with ESPN to develop, design and animate a rebrand package that promotes their NBA coverage. With nearly a year of design development, the studio’s role expanded beyond a simple production partner, with Big Block executive creative director Curtis Doss and managing director Kenny Solomon leading the charge.

The package, which features a rich palette of textures and fluid elegance, was designed to reflect the style of the NBA. Additionally, Big Block embedded what they call “visual touchstones” to put the spotlight on the stars of the show — the NBA players, the NBA teams and the redesigned NBA and ESPN co-branded logo.

Big Block and ESPN’s creative teams — which included senior coordinating producer for the NBA on ESPN Tim Corrigan — collaborated closely on the logos. The NBA’s was reconfigured and simplified, allowing it to combine with ESPN’s as well as support the iconic silhouette of Jerry West as the centerpiece of the new creation.

Next, the team worked on taking the unique branding and colors of each NBA team and using them as focal points within the broadcasts. Team logos were assembled and rendered and given textures and fast-moving action, providing the broadcast with a high-end look that Big Block and ESPN feel match the face of the league itself.

Big Block provided ESPN with a complete toolkit for the integration of live game footage with team logos, supers, buttons and transitions, as well as team and player-based information like player comparisons and starting lineups. The materials were designed to be visually cohesive between ESPN’s pre-show, game and post-show broadcasts, with Big Block crafting high-end solutions to keep the sophisticated look and feel consistent across the board.

When asked if working with such iconic logos added some challenges to the project, Doss said, “It definitely adds pressure anytime your combining multiple brands, however it was not the first time ESPN and NBA have collaborated, obviously. I will say that there were needs unique to each brand that we absolutely had to consider. This did take us down many paths during the design process, but we feel that the result is a very strong marriage of the two icons that both benefit from a brand perspective.”

In terms of tools, the studio called on Adobe’s Creative Suite and Maxon Cinema 4D. Final renders were done in Cinema 4D’s Physical Render.