When Logo launched in 2005 it served a very under-served LGBT community. Over the years, LGBT life has hit the mainstream and Logo's programming and appeal has grown broader, becoming a lifestyle brand informed by the sensibility of the LGBT community.
The goal was to refresh the look and feel to more closely reflect the style and sophistication of the audience. There was a sense internally that the brand had fallen a bit out of alignment with the culture at large; The reign of Queens and the celebration of all things camp has reached its saturation point.
The new design takes cues from mid-century modern design. It’s simple, sophisticated and clean. There’s still plenty of room for wit, humor and light-hearted fare, but the package feels elevated and puts the talent front and center.
Logo needed a light, nimble, flexible toolkit. Building our entire graphic recipe around just a few key ingredients allowed the Logo team to roll the package out quickly and easily. Subtle variations in the palette, type, imagery and pattern yield a diverse but unified brand.