Monday, January 21, 2013

New logo: Food Network

Food Network, the first network solely dedicated to food, launched a new look this month, on Sunday January 6. The agency behind this rebrand was Troika who did everything from strategy, to logo design, to graphics package.

The plate-shaped logo has received a minor update with more contemporary typefaces and a "sense of dimension". The last Food Network logo was introduced almost exactly ten years earlier, on January 1, 2003.

Programming on the Food Network is very much driven by celebrities the network itself has created, and they are the focal point of the new look along with food-related environments and textures. This is summed up in the creative concept, dubbed "Characters and Stories". Visually, the graphics are built on modules with different textures, colors and imagery relating to different genres of specific programs.

Previous logo.

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A promotional system has been built around the channel bug to drive viewers to the network's other platforms.

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"Food Network has a very devoted audience, so it was a great challenge and opportunity to develop a refresh strategy and subsequent logo and identity that both appeals to the network’s core viewers, and evolves the focus of the network from what’s on the plate to the vibrant world and characters around the table. This was accomplished through a ‘Characters and Stories’ concept that delivers the Food Network’s signature personalities through an flexible identity system highlighting the network’s iconic show and genre-specific imagery." – Troika creative director Said Dale Everett in a press release.

Food Network kick-starts the New Year with a new look. Beginning Sunday, January 6th the revamped look will begin its roll-out, bringing a new energy to the network’s air with an updated logo and graphics package. The refresh comes just as Food Network readies to celebrate its twentieth year of programming. Food has grown into a global obsession as well as a means of expression and Food Network has been the driving force, entertaining and empowering the television audience to take-in and taste all that food has to offer.

Food Network’s refresh strategy aims to inspire new ways of connecting to the beloved brand while also preserving what fans have come to know and trust, truly reflecting the power brand’s evolution over the last two decades. The new Food Network look will first be seen on-air followed in the coming months by a roll-out across all brand assets on all platforms, including the highly trafficked, the record-breaking and hugely successful Food Network Magazine as well as all current and future brand extensions.

“Looking to excite our audience, the refresh strategy was to reinvigorate our loyal fan-base as we celebrate entering our twentieth year,” says Susie Fogelson, Senior Vice President, Marketing and Brand Strategy, Food Network and Cooking Channel. “Food Network has grown and we wanted to freshen-up our look and energy to better reflect our evolution into a broader, multi-platform entertainment brand.”

– Press release issued by Scripps Networks Interactive on January 3

Troika has a long relationship with Food Network. The agency was formed by people who had worked Pittard Sullivan, which was behind the Food Network's first logo change around 1996/1997 when the channel changed its name from "TV Food Network". Troika also created the graphics package for the last logo change in 2003.

An earlier Food Network logo.
The original "TV Food Network" logo.

Scripps Networks Interactive press release (archive)
Troika (archive)
Troika logo design (archive)

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