Earlier this month, the American cable channel VH1 launched a new visual identity, including its first logo change in almost ten years. It was covered here at the time. The new look was created by New York design firm Gretel, who published their case study, a video montage and a few more images last week.
Gretel devised the brand strategy and created tools and guidelines for the new look. These were then applied to different platforms by others.
"In our exploration we looked at everything VH1 stood for, ultimately deciding we wanted them to take and embrace everything: the good, the bad and the ugly as their own. The key was finding a way to link the various pieces together, to create a simple connective tissue that could be easily implemented, adapted and instantly understood. We realized the answer was simple: a symbol that is both visual and verbal: plus.
Plus speaks the language of their viewers: short, textable bursts + descriptive search terms. It creates narrative by association and collection, not through curation or judgement. It speaks with hyperbole + overflowing enthusiasm for everything.
The core strategy of the brand is embedded into the logo itself. In doing so we created a tag-mark: a logo that doesn’t need a tagline to communicate the brand story. - Gretel