Friday, May 10, 2013

New logo: 21st Century Fox

Back in June last year, Rupert Murdoch's News Corporation announced that it would be split into two separate companies, one for its newspapers and publishing businesses and another for audiovisual entertainment, including television networks such as Fox and the film studio 20th Century Fox. It was probably not directly related to the UK phone-hacking scandal, although that saga may have given Wall Street the ammunition they needed to force something they had wanted to do for a long time.

The newspaper company would take over the name News Corporation, while the entertainment conglomerate would probably have Fox in its name. In April it was announced that the new company would be called 21st Century Fox. Yesterday, Rupert Murdoch unveiled the logo for the new company in a memo to employees.

The logo was developed with Michael Gericke and Emily Oberman of Pentagram in New York. It combines two searchlights in a circle and the company name set in all caps with a contemporary bold typeface. In the memo, Murdoch says the logo "serves as a powerful symbol of the inspiration and high bar set by our company". Pentagram says it is a distillation of the film studio's legacy.

It should perhaps be noted that the film studio, 20th Century Fox, will not change its name and will continue using its logo sculpture and fanfare.

News Corporation logo.

"Pentagram worked closely with the 21st Century Fox team on the development of the identity, which is designed to honor the creative legacy of Twentieth Century Fox and celebrate the company’s vital future. The name and symbol distill the elements of Fox’s familiar searchlights-and-monument logo into a dynamic new identity. The 21st Century Fox logo features a pair of sweeping searchlights that suggest entertainment, broadcasting and limitless possibilities within a circle shape inspired by a lens. Iconic and distinctive, the symbol is accompanied by a wordmark set in strong, stacked lettering that is derived from the typographic pedestal of the Twentieth Century Fox logo and Fox Broadcasting’s wordmark." - Pentagram

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Pentagram (archive)
The Verge

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