Current TV Design & Branding CURRENT TV LOGO DESIGN by Wolff Olins

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market United States
Agency Wolff Olins
Released May 2011

Credits & Description

Category: Logo Design
Advertiser: CURRENT TV
: Jordan Crane (Wolff Olins)
: Todd Simmons (Wolff Olins)
: Sam Wilson (Wolff Olins)
: Mads Poulsen (Wolff Olins)
: Chris Sherron (Wolff Olins)
: LA Hall (Wolff Olins)
: Kris Pelletier (Wolff Olins)
: Alicianne Rand (Wolff Olins)
: Motion Graphics (GHAVA)
: On Air Package (Loyalkaspar)
Media placement: On-Air - Network - May 2011- Ongoing

Describe the brief from the client
Launched in 2005 by former Vice President Al Gore and entrepreneur Joel Hyatt, Current TV provided an online platform for user generated short format content on a broad range of topics. Current won over a host of fans, and its programming won countless awards and the respect of its industry peers, but over time, the brand felt the pinch of competition from digital sources with short-program formats, such as YouTube. By 2010, Current felt anything but current. The network needed an extreme statement to indicate a new direction and re-assert its reputation and perhaps the only independent voice in television.

Describe the challenges and key objectives
With new leadership and new talent in the form of Keith Olberman, Current TV was poised to disrupt the traditional news category, providing the world with content that matters and shining a light where no one else dares. Current needed to find a bold and powerful expression for their new direction.

Describe how you arrived at the final design

The resulting logo—a black and white flag in motion—is bold, disruptive and alive. The black and white font is raw and unapologetic. These elements combine to make an identity that stands apart in a category full of colourful symbols, expressing a brand with a strong point of view and, quite literally, flying the flag for cut through programming and trailblazing journalism.

Give some indication of how successful the outcome was in the market
All at once, the Current logo manages to make the brand relevant and forward thinking. It has given the Current employees new focus and confidence. Bold and innovative, this moving logo is changing the way we think about logos, and is propelling Current into the future. The moving flag sends a clear signal that Current TV is the network with something to say—and to spread the word, the network has raised the flag across all Current TV platforms since 2011.