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FOX Takes On Abstract Rebrand With Chunky, Shape-Filled Logo Design
By Mikelle Leow, 21 Oct 2019
Image via Trollbäck+Company
FOX has had an eventful past year. Aside from 20th Century Fox being acquired by Disney, FOX Broadcasting also became independent and changed its name to FOX Entertainment. To mark new beginnings, FOX Entertainment has rebranded with an abstract logo reflecting the changing landscape of the entertainment industry.
The new visual identity was introduced at the 71st Emmy Awards. According to Trollbäck+Company, the branding and design studio behind the overhaul, the original FOX logo was mildly refreshed, distilled to its core shapes and elements, and then “broken” into fragments to be peppered all over communications.
The chunky geometric logo was designed for animations, which depict the regular FOX branding evolving into the shape-filled version.
As for the “broken” letters, they’ll be used across FOX’s branding system in infinite ways ranging from pattern work to framing. FOX Entertainment will play around with both the fragmented pieces and negative space, creating brand new displays for all of its platforms and touchpoints.
The rebrand serves to demonstrate the potential of evolution in the morphing entertainment industry, and will take over FOX’s 17 owned-and-operated channels, as well as its 185 affiliate stations, in the US.
[via Creative Review, images via Trollbäck+Company]
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