TBS

In early 2015, network president Kevin Reilly revealed that TBS would remake itself by the end of the year with more original comedies, animated series, late-night talk shows and, in his words, “big unscripted ideas with attitude.” Obviously, the re-invented cable stalwart needed a re-imagined identity.

I tackled the work, creating a logo that is consistently bold, yet flexible in its use. Like the original content the network is intent on producing, the logo’s letterforms are custom, albeit, slightly quirky, creations. The geometric construction and non-traditonal balance and styling were intentional and purposeful to be consistent with the new brand. Additionally, there is no set color palette, and the logotype may be used with and without its “slashed rectangle” container. This versatility allows TBS to incorporate the logo in surprising, dynamic ways that mirror the brand’s bold, brash new image.