As TCM’s branding partner, we brought this truth center stage with a new brand identity and tagline for the network.
As curators. As movie lovers. Together with TCM, we chose a path that was “Culture forward — Classic inspired.
The tagline is also incredibly flexible and useful as a language system for promotion, Where Meets , driving the viewer to this one special hub with every line. Where Timeless Meets Today. Where Fashion Meets Politics. Where Culture Meets Context. Where Dietrich Meets Dustin.
“Classic” is different to everyone, which speaks to the range of context, history, and personal experience that surrounds each film.
This led us to focus on the “C” of TCM as a constantly changing activator and storyteller with a vast series of interpretations. Each dynamic, original C in the logo was then paired with its own unique motion behavior to embody an energy and evolution for the TCM brand.
When it is activated, The T and M letterforms act as a frame for the ever evolving “C” in between, ultimately landing in its final state.
The partnership extended to OOH, social templates, design systems for TCM’s on-air and in-person franchises, and packages for the TCM Film Festival and their presence at the Telluride Film Festival — all to ensure consistency from master brand to all of the sub-brands.
Taking over none other than the iconic TCL Chinese Theatre, The Roosevelt Hotel, and many other iconic Hollywood staples.
Following our partnership with TCM on their, we continued our work together on redesigning the brand identity for the 2022 TCM Film Festival, extending out the master brand and uniting classic film lovers of all ages IRL.
Just as the “C” of the master TCM logo is an activator and storyteller, the “C” in the TCM Film Festival logo is a nod to the iconic film reel that made up the TCM Film Festival logo in the past. Building off of the custom “C,” overlapping circular motifs, texts, and shapes, all design that pays homage to classic film.