Opportunity 

TCM is dedicated to celebrating classic films, yet in today’s cultural landscape, classic Hollywood can often feel disconnected from modern life. We challenged that perception by showcasing that great films don’t just live in the past, they continue to resonate, inspire, and shape contemporary culture. This enduring relevance became the driving force behind TCM’s new tagline and refreshed brand identity.

Solution 

Where Then Meets Now

The identity is inspired by the idea that the past is only the beginning, and that TCM is where classic films are reimagined for contemporary audiences. At the heart of the identity is a “C” in a state of constant reinvention. This modular device symbolizes that "classic" is in the eye of the beholder, and visualizes how a film's meaning can shift, evolve, and change with time. Marketing assets across digital, social, and OOH further build off the juxtaposition of past and present, and design packages for the TCM Film Festival and TCM’s presence at the Telluride Film Festival ensure a cohesive brand experience.

Impact

• Reframed classic cinema as a living part of contemporary culture, establishing TCM as the premier destination
• Type Directors Club Award winner for Logotypes – Campaign Design
• Shortlisted at the Clio Awards
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