Tuesday, July 12, 2016

Troika gives the Audience Network a refresh


Audience Network is a TV network from satellite operator DirecTV. It used to be exclusive to DirecTV, but following its purchase by AT&T, it is also available on the telco's other platforms. A few months ago, probably in March, Audience launched new look with a refreshed logo, designed by Hollywood-based Troika.

The Audience Network was first launched in 2011, with an identity designed by Trollbäck + Company. Troika's redesign features an updated logo and crisp premium elements with great variation in colour and typography. According to Troika, "the flexible identity reflects the brand’s unconventional attitude while easily adapting to its wide range of original, sports and music programming".

Previous logo.



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Troika

2 comments:

  1. That feels cheap.

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  2. Theunis GroenewaldJuly 12, 2016 at 2:25 PM

    I'm starting to really miss Troika's olden days, when their work was methodical, considered and expertly crafted. This work feels like a bad rip off of their previous work, and like they're desperately trying to hide that fact with shimmering, shiny surfaces. The revised logotype is barely an improvement of the old one, with a more harmonious A; but there was no need to add the embellishments on the E letterforms and the C is just awkward-looking. The kerning needs work to improve the rhythm of the logotype, and—as mentioned above—the rendering feels cheap. The ribbon effect that stems from the A in the logotype looks unresolved and inconsistent in how it's used: sometimes you can tell it's a hard, angled ribbon and sometimes it looks just like fractal shapes. Definitely not as good as Troika's work has been in the past.

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