TCM’s original identity system with a series of interchangeable illustrated movie character heads floating above the logo. This branding served TCM well, but after 12 years the network had evolved considerably and they asked Signal to refresh their identity with something “more cinematic and less cartoonish.”
We started by simplifying the form of the original logotype, removing the cartoon heads and ornate ribbon. In it’s place, we developed an unique treatment of tightly-cropped, juxtaposed film images that focused on the pathos and range of emotions connected with the cinematic experience. A comprehensive brand standards guide was also developed for usage across all platforms. The new branding was wildly successful, garnering many awards and accolades for TCM.
Signal was also TCM’s agency of record for advertising, DVD packaging, environmental graphics, and publications, including 140 issues of their hugely popular subscriber magazine, NOW PLAYING.