Rebrand

TV One

Not too long after Mod Op merged with Eyeball, I got pulled in to help with a branding project led out of our New York office. TV One wanted a new identity, one that felt fresh and relevant to younger viewers without alienating their current audience.

I wanted to create a brand that was symbolic of the black experience, a collection of different shapes that could stand on their own or come together as part of something bigger. The initial logo had an abstract quality, with parts of the letterforms implied, and a vibrant, monochromatic yellow palette. Then we gave it some life with layering and stop motion.

Of the three directions we presented, mine was supposed to be the wildcard. I figured the TV One team might go for a safer option. But they loved it. In fact, the new TV One identity inspired a rebrand of the entire Urban One family.

In the end, I was half right. Leadership asked that we add stems to the letter N for readability and the final palette incorporated more colors. You can check out TV One to see the final package. But I felt like the original work was too good not to show it.