When Current TV launched back in 2005, it was a very different channel than it is today. Their original programming concept of using short UGC “pods”, while brilliant and unique, would eventually struggle to compete with the wider-reaching YouTube. And while their original on-air design was as beautiful and versatile as their content, after five years Current decided to move away from their techie roots as they began to introduce 30- and 60-minute shows aimed at changing the world and making a difference. That’s where Wolff Olins and Loyalkaspar came in.
After Wolff Olins helped create a fresh new look for Current, we were asked to take those brand guidelines and develop the on-air design and execution. The beautifully bold and simple look for Current had some very basic rules: One Color, One Typeface, One Size.
Among the current media landscape this simplicity not only stands out from the pack but serves to strengthen the clarity of the network’s message. When, like Current, you really have something to say the simpler you communicate the clearer that message becomes.
As for their new logo, the Current flag symbolizes a variety of bold concepts. It’s a declaration, a claiming of territory, the planting of the proverbial flag to position the network within and in opposition to the established media landscape. Current isn’t afraid of standing out and being a rebel, and in this case they have a very strong cause.