Thursday, June 21, 2012

New logo: Style


The Style Network is an American cable network dedicated to fashion and design. Originally launched in 1999 as an off-shoot from the E! network, today it is now part of NBCUniversal and is distributed to many parts of the world. Yesterday, June 20, Style unveiled a new visual identity that will replace the circle it is using at the moment.

The new logo is described as a "strong, classic midnight blue typeface word Style accented by a splash of light blue". It shows some typographic curiosity, as the period after the name is repeated at the beginning as part of the S. It also appears the logo is a dynamic one ("mutable", as the network puts it), meaning it can take on different patterns and colors.

The conception of the new identity is described as a collaborative process, where the in-house creative director Bear Fisher gets a special credit. The new look launches on Monday, June 25, in the United States both on-air and on the website. It will start rolling out to other countries later this year, with a scheduled start in November.


Style also has new tagline – "Work it. Love it. Style it." – which can be used as part of the logo:


From a press release issued June 20:
Style Media announced today plans to refresh the network’s brand and image across all platforms by embracing a glossy, bold new look that appeals to women’s desire for a stylish lifestyle. The Style circle logo is replaced with the strong, classic midnight blue typeface word Style accented by a splash of light blue. The new logo is mutable and will be filled in with different patterns and colors that reflect the ever-changing trends in fashion and stylish living while embodying how viewers see the world through a prism of Style. Additionally, the new tagline will be “Work It. Love It. Style It.” The network rebrand will go into effect on-air and online on Monday, June 25, with all-new episodes of “Tia & Tamera” and “Chicagolicious.”

Internationally, the global channels division of NBCUniversal will roll out the refreshed Style brand, beginning later this year in November. As Style continues to be the fastest growing women’s cable network, the re-launch of its digital component, myStyle.com, with an adaptable form-fitting “A-line” screen design, will offer viewers a 360 experience, from in-depth #trendsetting and #storytelling content through a stylish living filter, to enhanced social interactions to unique stylish tips and insights from favorite Style talent.

“The bold, freestyle expression of the new redesign is an extension of our viewers who are unapologetic in their love, passion and obsession for all things style,” said Salaam Coleman Smith, President, Style Media. “The re-imagination of the Style brand was an inclusive and collaborative process involving the entire team and tapped into the incredible passion and creativity of Style’s award-winning Creative Director and brand strategist, Bear Fisher.”

While continuing to offer relatable and aspirational programming and content, Style’s vision celebrates women whose desire to style every aspect of their lives varies from how they beautify themselves to enriching the world around them. The brand promises to fuel women’s insatiable appetites for all things style.

“This rebrand will cement Style as the leader in the fashion, beauty and stylish living space, while elevating the company’s identity and partnerships as a global cable network and digital business,” said Frances Berwick, President, Bravo and Style Media.
Press release
The Hollywood Reporter

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