The American broadcast networks tend to revise their on-air appearance almost yearly, usually introducing new graphics to coincide with the start of the autumn schedule. This also applies to the market leader, the Fox network, which has been working with Troika Design Group to create its on-air identity since 2005. The latest edition came last autumn and builds on the "So Fox" campaign that started in 2008. The identity is largely based on shots of on-air talent and big fast-moving type.
"This year for the FOX identity we looked to The Ramones. They inspired a stripped down, bare bones attitude that reinvigorate the tenants of the So FOX brand position. Specific goals included bringing the talent to the forefront and simplifying the production process for affiliates. The Ramones had an almost childlike innocent aggression. That is So FOX." - Troika