By 2012, the VH1 brand had been largely unchanged for more than a decade. It was a successful run, but they recognized it was time for something fresh. Brand awareness was slipping as viewers had become increasingly more loyal to the shows than to the network.

In our exploration we looked at everything VH1 stood for, ultimately deciding we wanted them to take and embrace everything: the good, the bad and the ugly as their own. The key was finding a way to link the various pieces together, to create a simple connective tissue that could be easily implemented, adapted and instantly understood. We realized the answer was simple: a symbol that is both visual and verbal: plus.
Plus speaks the language of their viewers: short, textable bursts + descriptive search terms. It creates narrative by association and collection, not through curation or judgement. It speaks with hyperbole + overflowing enthusiasm for everything.

The core strategy of the brand is embedded into the logo itself. In doing so we created a tag-mark: a logo that doesn’t need a tagline to communicate the brand story.
Once Gretel defined the strategy and look - other teams were able to utilize the flexibility of the system in creating executions for web, mobile and launch spots. The simplicity of the tools allow for endless expression.

Credits
Client: VH1
Strategy: Gretel
Design + Animation: Gretel
Typeface: Replica Bold

Loading more stuff…

Hmm…it looks like things are taking a while to load. Try again?

Loading videos…