TV Home Forum

Comedy Central New Logo

(not copyright) (December 2010)

This site closed in March 2021 and is now a read-only archive
GS
Gavin Scott Founding member
Chie posted:
Now I've heard it all. Wish I was paid to write bullfeathers like this!


I thought you were, dear.
BB
BBC LDN
Chie posted:
At face value, the logo is very clean. Who decides what modern is and what the 21st century is supposed to look like, I'm not sure. (Actually, I am - it's the Tavistock Institute.)

However, the logo could also represent a law firm, a transport network, a museum, or a designer fashion brand.

The copyright symbol is a litigious warning sign which is ubiquitous with officialdom and therefore inappropriate for the context. Comedy's fun; copyright warning symbols and serious-looking fonts are not.

For those reasons, I think the logo is a branding calamity.


I of course respect your opinion, but I think it's quite wrong.

Many logos, taken in isolation, could be applied to any number of different industries; unless you fastidiously design an airline logo with wings and clouds, or a television network with an actual television integrated into the logo, or any other example of that kind of very literal branding, you will find that there are more examples of a 'disconnect' between the logo itself and the industry that its company represents. There is nothing inherently media-related, televisual or communicative of entertainment, education or information in the BBC logo, nor that of ITV, Sky, NBC, FOX, TVE or any number of media giants. There is also nothing inherently amusing or communicative of comedy roots in the current Comedy Central building-with-vague-allusion-to-speech-bubble logo.

Additionally, you've very much missed the point of branding if you really believe that brand design must be so literally interpreted and confined to such narrow parameters as "this is an official-looking sign; this is a sombre-looking font; therefore it must only be attached to official and boring things". A logo rarely stands in isolation; it is presented in a broader branding context, whether that's a billboard advert, a trailer or ident on TV, a leaflet or poster; but the number of applications where a logo stands completely isolated from other branding elements is very limited. Colour, background and peripheral elements, characters, animation, and any number of other tools can help to bring what, in isolation, may appear to be a relatively sober design, to life and create any number of impressions that develop and reinforce what you want people to feel and remember about your brand.

So to judge a logo's success on nothing more than the logo itself - which is what you've done in critiquing the symbol and font in isolation - betrays a lack of understanding about how a successful brand is put together.

It also suggests a lack of understanding of 'ironic branding', where there is far more to a brand than meets the eye at first glance, and where often a dubious first impression can be completely turned around when you experience the brand in its wider context. They may well, for example, wish to present a relatively simple and sober logo design as a counterpoint to an altogether wackier and more explosive brand ecosystem. They may also wish to play on the idea of 'taking ownership' of the whole concept of comedy, the implication being that they 'own' comedy, and that if you want to get the bona fide comedy experience, there's only one place to get it, and that's Comedy Central; or that they're the genuine comedy article, and all other comedy outlets are mere pretenders to the throne, etc.

There are many more aspects to a successful brand than just looking at the symbol+font choice as the totality; to write this off as a 'branding calamity' for the reasons you've stated is very narrow-minded.
AN
all new Phil
Yeah. What he said.
AN
Ant
I was actually just looking at the (current) Comedy Central logo the other day and actually admiring it good it looks. It's recognisable (not only in the US but I reckon in the UK too) and it looks quirky and modern enough to be kept on.

As always with new logos its difficult to have a proper, well-thought opinion before seeing it in action but on it's own it basically is the copyright sign - and I don't think it looks very good. Saying that, with the screenshots posted on the previous page it actually looks quite smart and looks like it could work quite well (I particularly like the shot of the outline of the South Park characters at the end)

Anyone know if we're getting the new look over here?
TH
Thinker
It is always risky to throw away almost two decades of logo equity, and I'm not really sure about this one. It is way too similar to the copyright symbol and perhaps not unique enough. Its okay to keep it simple, but people should be able to distinguish it fairly quickly an realise who it comes from.

In the video, you can see another version of the logo which is two Cs next to each other and a colon. It works just as well as a logo, but is perhaps not as fun to animate.

Here are more images of the logo for those interested:

http://www.comedycentral.com/press/series/comedycentrallogos.jhtml?gallery=true

Here's the website of the agency Comedy Central cooperated with:

http://www.thelabnyc.com/

A direct link to the rebrand video:

http://www.comedycentral.com/videos/index.jhtml?videoId=367919&title=comedy-central-refreshed-and
AN
Ant
It reminds me of a 90's channel logo, but can't put my finger on it.. maybe one of the Carlton channels?


It reminded me of the original Challenge TV logo (which sadly I can't find anywhere).
MW
Mike W
I'd hardly call Gotham an official looking (as in sombre style) font.
VM
VMPhil
It reminds me of a 90's channel logo, but can't put my finger on it.. maybe one of the Carlton channels?


I think you're thinking of the Granada/Sky channels:

http://hub.tv-ark.org.uk/images/otherchannels/gplus_images/gplus_ident1998a.jpg
Source: TV Ark
IS
Inspector Sands
Ant posted:
It reminds me of a 90's channel logo, but can't put my finger on it.. maybe one of the Carlton channels?


It reminded me of the original Challenge TV logo (which sadly I can't find anywhere).

It's reminiscent of several things - the Chanel and Creative Commons logo for example
IS
Inspector Sands
In the video, you can see another version of the logo which is two Cs next to each other and a colon. It works just as well as a logo, but is perhaps not as fun to animate.

Yes, I think that's just typographic rather than a logo. The text on their presentation examples and on that new logo press page is the same.

'Sorry, videos are not Available in your country'
MD
mdtauk
LDN has proven why there is a profession for designers and creatives, because some people just have no idea!
BB
BBC LDN
I'd hardly call Gotham an official looking (as in sombre style) font.


Close, but not quite. I'm not sure what font it is exactly, but it's definitely not Gotham - the 'M', 'N' and 'A' are different, although the other characters are very, very similar. I thought it might be one of the heavier weights of Verlag, but there's a few key differences that have shot that theory down.

Incidentally, if anyone's interested in a perspective on the new Comedy Central brand from outside of the TV Forum community, check out the opinion piece at Brand New.

Newer posts