American women-oriented cable network Oxygen was rebranded a couple of years ago with a new logo as it sought younger viewers. That look was recently "remixed" by Buenos Aires-based studio Eloisa.
The previous "un-cluttered" look was seen as a bit too minimalist, and Eloise were tasked "to concoct a sparkling refresh of a brand that champions women to be themselves and encourages them to dive into life". They did this by remixing the logo's core elements, the O and its underscore, and using them in fast patterned animations.
Like a musical DJ, we got to do a remix on a brand we loved, slicing and dicing some of its deepest cuts into something fresh and new.
In the original Oxygen brand, the most important device was the logo’s “connector,” an underscore beneath the “O” that unites copy and graphics in cool and creative ways across the package. We saw a lot of potential in this flexible little bar, especially after we fleshed out its capabilities by incorporating two other parts from the logo into the toolbox: the “O” itself” and the circle inside it.
Like a hole and its doughnut, the “O” and its circle add a yumminess to the Oxygen package that bursts off the screen. It let us design patterns with the brand’s familiar shapes that move and dance, inviting the viewer in with rhythms and sequences that are hard to resist. Sometimes the “O” even spins like a turntable, just as though someone were playing DJ behind the scenes... - Eloisa (archive)