Comedy Central is rolling out a new identity designed in collaboration with creative branding agency loyalkaspar. It is the first major brand refresh since 2011 and, argues the agency, in today’s multi-platform landscape, if something smells promotional consumers swipe right past it. Thus, Comedy Central’s goal is to communicate information to the viewer in a way that would maximize time spent on content rather than promos.
The strategy is supported by the creation of a custom typeface, Comedy Sans, that can be used flexibly and travels well across platforms since it’s condensed design allows it to be bold even in tight spaces.
The loyalkaspar team also streamlined and enhanced the logo to work more consistently across platforms. The C-Mark functions as a brand anchor and navigational cue, while the Word Mark can be treated like content, integrating with any show or editorial message.
A new signature color, Summer Ale, also helps anchor the brand and the new navigation system, and is most often seen in combination with black and white.