Background
With a legacy of over 100 years of cinematic excellence, Paramount is the world’s oldest movie studio.
Paramount’s parent company, Viacom, needed to fill a gap in their TV portfolio for premium, original, cinematic content to compete with the likes of HBO.
Paramount Network was born to bring the big screen, cinematic experience to every screen.
The problem
The task at hand was to take an iconic heritage brand and make it relevant to a contemporary TV audience.
The new system would need to feel timelessly familiar, yet relevant to today’s TV landscape and digital savvy audience.
The solution
Take the classic icons that Paramount is famous for and re-present them in a way that’s familiar, yet fresh, with a nod to its cinematic legacy.
Paramount icons
The first step was to identity and redraw the icons which hold the visual equity for the brand. These then became the iconic building blocks from which the rest of the identity is created.
Towards the Paramount
Taking inspiration from the familiar curtain raiser animation, we devised a motion behavior that’s always moving upwards, climbing the mountain towards the Paramount.
The Language of cinema
As a nod to Paramount’s rich cinematic heritage, we built a typographic language referencing movie posters, trailers, reel changes and movie credits, to make the TV experience feel like going to the movies.
Paramount
Network
Brand identity
As one of the world’s oldest and well known 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 re-present 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.
Designed at Gretel
Creative Director: Chris Maclean
Design Director: David Chun
Motion Director: Andrew Brown
Designers: Nick Miller, Caleb Halter, Brandon Elliot
Awards
Winner Promax 2018
