Comedy Central‘s 2010 branding has won a Gold Cube at the 90th ADC Awards for design branding campaign/series. Comedy Central needed a branding solution that more firmly attached the network to their programming while reaching a younger audience. New York media arts company thelab began with the insights that (1) comedy is inherently social, and (2) the content needed to travel in a branded way across platforms. Challenges revolved around issues of scale and transportability that the branding needed to address. Because a network is a brand that houses other brands-shows, content, personalities-we needed to create a system that celebrated the rich content (the programming) without abandoning the providers (the network). This led to the idea of creating a new logo to tag content. thelab recommended that Comedy Central sanction funny content, not seek to be funny. The brand plays a larger role in culture, the arbiter of funny, and that’s what the re-brand communicated. The arbiter of funny was considered for each adaptation of the brand, creating a next generation media brand.
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The Comedy Central rebranding exercise was developed at thelab, New York, by creative directors Alicia Johnson and Hal Wolverton, copywriters Kyle Barron-Cohen, Adam McIsaac, Kiffer Keegan, editors Eron Otcasek, Roberto Serrini, producers Allison Pickard, Susie Shuttleworth, art directors Kiffer Keegan, Keira Alexandra, Adam McIsaac, sound designers Joe Johnson, Eron Otcasek, animation directors Kiffer Keegan and Catherine Chesters, animators Daniel Pernikoff, Brian McGee, Chris West, Kiffer Keegan, Joe Lawrence.
See more on the Rebrand at Motionographer.