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Paramount Network (Show More)

 

Paramount Network

Brand Identity

Leveraging 105 years of cinematic heritage for a contemporary audience.

 
VISUAL IDENTITY
WRITING
EXPERIENCE DESIGN
ART DIRECTION

As one of the world’s oldest and well know movie studios, Paramount has a legacy of cinematic excellence that spans more than a century. Its parent company, Viacom – which also owns iconic brands such as MTV, VH1 and Comedy Central – recognized a gap in their portfolio for premium scripted television to compete with the likes of HBO and Showtime. To fill this gap they launched a brand new network into the market, leveraging the Paramount name with a lineup of original scripted television series and some familiar classics from the now retired Spike Network.

Inspired by Paramount Studio’s rich cinematic heritage and A-list roster of talent, Paramount Network aims to provide a modern television audience with premium cinematic storytelling without the premium subscription of its competitors. Our brief was to leverage 105 years of cinematic heritage with a contemporary brand identity suitable for this digital savvy audience.

Our solution: Take the classic icons that Paramount is famous for and represent them in a way that’s familiar yet fresh with a nod to its cinematic past – bringing the movie going experience from the big screen to every screen.

 
 
 
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The Logo

Redrawing a classic for the digital age.

 
 

As the oldest studio logo in Hollywood, the Paramount logo has seen many changes since its inception in 19XX. Originally drawn on the back of a napkin by founding studio head, XX, the familiar mountain, script and stars are instantly recognizable to movie going audiences worldwide. In fact, the 22 stars (originally 24) surrounding the mountain represent the original roster of actors signed to the studio and is where the term movie star comes from.

The most recognizable version of the logo is the animated curtain raiser that has introduced Paramount's movies for decades and although a corporate 2D version exists, it was in need of a redraw to bring it into the 21st century. Furthermore, there was a difference between the mountain shape in the corporate mark and the animated curtain raiser so we embarked upon a redraw to bring them in line, taking stylist cues from the original whilst giving it the solidity of the curtain raiser.

The iconic Paramount Script was redrawn (credit: xx) to modernize the forms whilst retaining its iconic character. The system makes use of two versions of the logo: the Script, which is the primary logo, and the Heritage Mark, which plays an endorsement role. Removing the wordmark from above the mountain allows the lockup with Network to be consistent in both logos and increase legibility at small sizes.

 
 
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Ingredients & Behavior

Aligning, adapting and evolving an iconic identity.

 
 

To extend the Paramount brand into a new category of television, our design strategy was comprised of three parts. Although a very familiar and iconic brand, we discovered that very little exists in terms of brand identity. In fact, in our early research we uncovered a plethora of Paramount logos, mountain renders, subrands and cinemartic curtain raisers that had been created over the years, but no distinct, consistent brand identity to draw inspiration from. So, we drew inspiration from the one thing everybody in the world could relate to – the cinematic curtain raiser that precedes every Paramount movie. 

We set a task for ourselves early on: rearticulate this iconic brand in a way that’s contemporary, yet familiar. Leveraging equity that had been built over more than a century and taking the cinematic experience from the big screen to every screen – in the home and in the pocket.

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Remixing Paramount Icons.

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A key strategy in creating the design language was to retain the familiar heritage of Paramount yet present it in a contemporary way. We stripped the brand down to the Paramount icons (the script, the mountain and stars) and rebuilt the identity from that starting point. These icons were then separated and remixed with a contemporary twist.

 
 

Reinterpreting an Iconic Animation.

 

Taking inspiration from the familiar curtain raiser animation, we devised a motion behavior that’s always moving upwards, climbing the mountain towards the Paramount. We reinterpreted the iconic cinematic camera movement of the curtain in two-dimensions. The  camera passes over panels containing different content, ultimately culminating in the Paramount logo at the end of on-air promos.

 
 
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Referencing the Typographic Language of Cinema.

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As a nod to Paramount’s rich cinematic heritage, the final piece of the identity was to build a typographic language referencing movie posters, trailers, reel changes and movie credits. The intention was to make the televisual experience feel like going to the movies – fast cuts, blips, and bold type contribute to a cinematic experience on every screen. And since the term "movie stars" was born out of Paramount, we celebrate Paramount’s roster of A-list talent both in front of and behind the camera drawing back to the brand’s Hollywood roots.

 
 
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Rollout

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