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        品牌演变

        案例简介：作为其增长战略的一部分，并开始了2019-20电视季，福克斯娱乐公司在第71届艾美奖颁奖典礼上公布了品牌演变。在瞬息万变的行业中，由品牌和设计工作室trollb ä ck Company创建的品牌新的跨平台标识挑战了传统的网络模型，并反映了FOX作为大胆，具有前瞻性的竞争者的遗产。与FOX Entertainment的执行副总裁，营销主管Darren Schillace合作; 执行副总裁，创意广告主管Scott Edwards; 和设计副总裁Ian MacRitchie，trollb ä ck公司从战略，系统和视觉上发展了FOX品牌。拥有定义文化的热门节目和网络电视中最强大的体育阵容，新近独立的福克斯 (FOX) 将自己视为具有创业根基和丰富创新历史的敏捷初创企业。最终的工作显示了娱乐品牌在当今不断变化的娱乐环境中的发展趋势，说明了主要网络如何发挥其作为广播公司的优势，同时在业务中采用灵活而勇敢的新方法。福克斯的Schillace说: “我们需要分解我们的品牌，以便重新想象它。Trollb ä ck + 公司与我们合作制定了一个专注且可拥有的战略，该战略着眼于我们的过去，以重新想象我们的未来，他们的设计前沿美学为我们带来了一个聪明而灵活的设计，这与我们所见过的任何其他设计都不一样。”trollb ä ck + 公司采访了福克斯的数十名利益相关者，大胆地定义公司的未来。反馈显示了一种热情，希望看到这个品牌崛起，并重新获得其作为突破性娱乐来源的地位 -- 这个品牌带来了像 “辛普森一家” 、 “x档案” 这样的世界标志性节目。“活生生的色彩” 和 “美国偶像”。利益相关者想要一个超越颠覆性或前卫的品牌 -- 一些至关重要的、永恒的和文化 -- 定义它以其大胆的、颠覆性的内容挑战这个行业。为此，该品牌需要清楚地传达一种崭新的态度，告诉观众他们对FOX的期望。Trollb ä ck公司设计了一种新的品牌地位，战略和语调，将FOX品牌的发展作为一个强大的转折点，展示了该公司致力于将自己塑造成具有风险，回报的内容的来源。Trollb ä ck公司执行创意总监Elliott Chaffer说: “按照今天的行业，中间是最好的地方。”“我们需要带回并捍卫该品牌承担重大波动和更大风险的能力。” 新的FOX品牌没有过度宣传或退居次要地位，而是挑衅、推动和吸引观众。它从 “一般娱乐” 的世界后退了一步，包含了特殊性、POV和粉丝。“有些人把过去抛在脑后，” 福克斯的爱德华兹说。“但是，作为最初的颠覆者，我们拥抱了过去最好的部分来前进。这就是为什么，当我们在这个新的市场中重新建立自己的位置时，我们的品牌被解构和重建，代表了我们最核心的人。“。trollb ä ck + Company的首席创意官Alex Moulton说，“ 我们以雄心勃勃的战略眼光和高端设计标准接近该项目，我们为这一结果感到无比自豪。市场已经成熟，可以改变方向，因此我们着手将FOX定位为正在锻造文化的娱乐品牌。”品牌重塑的视觉设计过程始于微妙的重新设计，然后抽象FOX徽标，以创建一个标志，代表新的品牌态度，并作为其整个图形标识的基础。将FOX徽标缩小到其核心成分，然后将其分解为抽象的形状和图案是视觉重塑品牌的主要组成部分。破碎的字母为扩展系统提供了无限的可能性: 由破碎的字母和负数空间创建的图案工作和创意框架，在从广告牌到社交帖子到大型环境设置的每个平台和接触点的品牌迭代中发挥了作用。动画工具包中的细微变化几乎以任何风格或材料代表了FOX的新主品牌，从动画和真人喜剧到无剧本系列再到开创性戏剧。Trollb ä ck公司还为该品牌创建了一个数字/社会指南和工具包，该指南和工具包比其直播指南更大，这是该品牌转变战略的又一反映。新的FOX身份在福克斯的所有17个拥有和运营的电视台以及全国185多个附属电视台中都具有特色，进一步推动了跨渠道和平台的品牌重塑。自从推出新的直播外观和感觉以来，该网络的slate包括新节目《浪子之子》，《几乎是家庭》和动画喜剧《祝福哈特》; 与热门剧集《蒙面歌手》 (9-1)，《帝国与居民》 (the EMPIRE and the RESIDENT) 一起; 以及标志性的动画系列《辛普森》 (THE SIMPSON)S，FAMILY GUY和BOB'S BURGERS，FOX排名第一的网络是唯一看到同比增长的网络，同时还声称本赛季的回归节目 (《蒙面歌手》) 和新系列 (《浪子》) 排名第一。

        品牌演变

        案例简介：As part of its growth strategy and to kick off the 2019-20 television season, FOX Entertainment unveiled a brand evolution during the 71st Emmy Awards. In the midst of a fast-changing industry, the brand’s new cross-platform identity created by branding and design studio Trollbäck+Company challenges traditional network models and reflects FOX’s legacy as a daring, forward-thinking contender. In conjunction with FOX Entertainment’s EVP, Head of Marketing, Darren Schillace; EVP, Head of Creative Advertising, Scott Edwards; and VP of Design, Ian MacRitchie, Trollbäck+Company evolved the FOX brand strategically, systematically and visually. Armed with culture-defining hit shows and the strongest sports lineup in network television, newly independent FOX sees itself as a nimble start-up with entrepreneurial roots and a rich history of innovation. The resulting work shows what evolution for entertainment brands can look like in today’s constantly changing entertainment landscape, illustrating how major networks can embrace their strengths as broadcasters, while taking nimble and brave new approaches in the business. FOX’s Schillace says, “We needed to break down our brand in order to reimagine it. Trollbäck+Company worked with us on a focused and ownable strategy that looked to our past to reimagine our future, and their design-forward aesthetic brought us a smart and flexible design that is unlike anything else we’ve seen.” Trollbäck+Company interviewed dozens of stakeholders at FOX, daring them to define the future of the company. Feedback showed a passion to see the brand rise up and reclaim its status as a source for breakthrough entertainment –– the same brand that brought the world iconic shows like “The Simpsons,” “The X-Files,” “In Living Color” and “American Idol.” Stakeholders wanted a brand that went beyond disruptive or edgy – something vital, timeless and culture-defining that challenged the industry with its daring, disruptive content. To do this, the brand needed to clearly communicate a fresh attitude that told viewers what they could expect from FOX. Trollbäck+Company devised a new brand position, strategy and tone of voice that leverages the FOX brand evolution as a powerful turning point, showcasing the company’s commitment to shaping itself as a source of risky, rewarding content. “The way the industry is today, the middle of the road is the best place to get run over,” says Elliott Chaffer, Executive Creative Director at Trollbäck+Company. “We needed to bring back and champion the brand’s ability to take big swings and bigger risks.” Instead of over-promoting or taking a backseat to its content, the new FOX brand provokes, pushes and engages its audience. It takes a step back from the world of “general entertainment” and embraces specificity, POV and fandom. “Some leave the past behind,” says FOX’s Edwards. “But, as the original disruptors, we embraced the best parts of our past to move forward. That’s why, as we re-establish ourselves in this new marketplace, our brand was deconstructed and rebuilt, representing the best of who we are at our core.” Alex Moulton, Chief Creative Officer at Trollbäck+Company, says, “We approached the project with an ambitious strategic vision and high-end design standards, and we are incredibly proud of the result. The market is ripe for a change of direction, so we set out to position FOX as an entertainment brand that’s forging culture.” The rebrand’s visual design process began with a subtle redesign, then abstraction of the FOX logo to create a mark that spoke for the new brand attitude and served as the basis for its entire graphic identity. Reducing down the FOX logo to its core ingredients, then breaking apart the pieces into abstract shapes and patterns was a major component of the visual rebrand. The broken letters offer an infinite number of possibilities for expanding the system: pattern work and creative framing, created from the broken lines of letters and negative space, plays a role in the brand’s iterations across every platform and touchpoint, from billboards to social posts to large-scale, environmental settings. Nuanced variations in the animated toolkit represent FOX’s new masterbrand in virtually any style or material, from animated and live-action comedy to unscripted series to groundbreaking dramas. Trollbäck+Company also created a digital/social guide and toolkit for the brand that was larger than its on-air guidelines –– another reflection of the brand’s shifting strategy. The new FOX identity is featured across all of FOX’s 17 owned-and-operated stations and over 185 affiliate stations across the country, further propelling the rebrand across channels and platforms. Since the launch of its new on-air look and feel, the network’s slate, which includes new programs PRODIGAL SON, ALMOST FAMILY and animated comedy BLESS THE HARTS; alongside hit series THE MASKED SINGER, 9-1-1, EMPIRE and THE RESIDENT; and iconic animated series THE SIMPSONS, FAMILY GUY and BOB’S BURGERS, FOX ranks #1 is the only network to see year-over-year gains, while also claiming this season’s #1 returning program (THE MASKED SINGER) and #1 new series (PRODIGAL SON).

        Brand Evolution

        案例简介：作为其增长战略的一部分，并开始了2019-20电视季，福克斯娱乐公司在第71届艾美奖颁奖典礼上公布了品牌演变。在瞬息万变的行业中，由品牌和设计工作室trollb ä ck Company创建的品牌新的跨平台标识挑战了传统的网络模型，并反映了FOX作为大胆，具有前瞻性的竞争者的遗产。与FOX Entertainment的执行副总裁，营销主管Darren Schillace合作; 执行副总裁，创意广告主管Scott Edwards; 和设计副总裁Ian MacRitchie，trollb ä ck公司从战略，系统和视觉上发展了FOX品牌。拥有定义文化的热门节目和网络电视中最强大的体育阵容，新近独立的福克斯 (FOX) 将自己视为具有创业根基和丰富创新历史的敏捷初创企业。最终的工作显示了娱乐品牌在当今不断变化的娱乐环境中的发展趋势，说明了主要网络如何发挥其作为广播公司的优势，同时在业务中采用灵活而勇敢的新方法。福克斯的Schillace说: “我们需要分解我们的品牌，以便重新想象它。Trollb ä ck + 公司与我们合作制定了一个专注且可拥有的战略，该战略着眼于我们的过去，以重新想象我们的未来，他们的设计前沿美学为我们带来了一个聪明而灵活的设计，这与我们所见过的任何其他设计都不一样。”trollb ä ck + 公司采访了福克斯的数十名利益相关者，大胆地定义公司的未来。反馈显示了一种热情，希望看到这个品牌崛起，并重新获得其作为突破性娱乐来源的地位 -- 这个品牌带来了像 “辛普森一家” 、 “x档案” 这样的世界标志性节目。“活生生的色彩” 和 “美国偶像”。利益相关者想要一个超越颠覆性或前卫的品牌 -- 一些至关重要的、永恒的和文化 -- 定义它以其大胆的、颠覆性的内容挑战这个行业。为此，该品牌需要清楚地传达一种崭新的态度，告诉观众他们对FOX的期望。Trollb ä ck公司设计了一种新的品牌地位，战略和语调，将FOX品牌的发展作为一个强大的转折点，展示了该公司致力于将自己塑造成具有风险，回报的内容的来源。Trollb ä ck公司执行创意总监Elliott Chaffer说: “按照今天的行业，中间是最好的地方。”“我们需要带回并捍卫该品牌承担重大波动和更大风险的能力。” 新的FOX品牌没有过度宣传或退居次要地位，而是挑衅、推动和吸引观众。它从 “一般娱乐” 的世界后退了一步，包含了特殊性、POV和粉丝。“有些人把过去抛在脑后，” 福克斯的爱德华兹说。“但是，作为最初的颠覆者，我们拥抱了过去最好的部分来前进。这就是为什么，当我们在这个新的市场中重新建立自己的位置时，我们的品牌被解构和重建，代表了我们最核心的人。“。trollb ä ck + Company的首席创意官Alex Moulton说，“ 我们以雄心勃勃的战略眼光和高端设计标准接近该项目，我们为这一结果感到无比自豪。市场已经成熟，可以改变方向，因此我们着手将FOX定位为正在锻造文化的娱乐品牌。”品牌重塑的视觉设计过程始于微妙的重新设计，然后抽象FOX徽标，以创建一个标志，代表新的品牌态度，并作为其整个图形标识的基础。将FOX徽标缩小到其核心成分，然后将其分解为抽象的形状和图案是视觉重塑品牌的主要组成部分。破碎的字母为扩展系统提供了无限的可能性: 由破碎的字母和负数空间创建的图案工作和创意框架，在从广告牌到社交帖子到大型环境设置的每个平台和接触点的品牌迭代中发挥了作用。动画工具包中的细微变化几乎以任何风格或材料代表了FOX的新主品牌，从动画和真人喜剧到无剧本系列再到开创性戏剧。Trollb ä ck公司还为该品牌创建了一个数字/社会指南和工具包，该指南和工具包比其直播指南更大，这是该品牌转变战略的又一反映。新的FOX身份在福克斯的所有17个拥有和运营的电视台以及全国185多个附属电视台中都具有特色，进一步推动了跨渠道和平台的品牌重塑。自从推出新的直播外观和感觉以来，该网络的slate包括新节目《浪子之子》，《几乎是家庭》和动画喜剧《祝福哈特》; 与热门剧集《蒙面歌手》 (9-1)，《帝国与居民》 (the EMPIRE and the RESIDENT) 一起; 以及标志性的动画系列《辛普森》 (THE SIMPSON)S，FAMILY GUY和BOB'S BURGERS，FOX排名第一的网络是唯一看到同比增长的网络，同时还声称本赛季的回归节目 (《蒙面歌手》) 和新系列 (《浪子》) 排名第一。

        Brand Evolution

        案例简介：As part of its growth strategy and to kick off the 2019-20 television season, FOX Entertainment unveiled a brand evolution during the 71st Emmy Awards. In the midst of a fast-changing industry, the brand’s new cross-platform identity created by branding and design studio Trollbäck+Company challenges traditional network models and reflects FOX’s legacy as a daring, forward-thinking contender. In conjunction with FOX Entertainment’s EVP, Head of Marketing, Darren Schillace; EVP, Head of Creative Advertising, Scott Edwards; and VP of Design, Ian MacRitchie, Trollbäck+Company evolved the FOX brand strategically, systematically and visually. Armed with culture-defining hit shows and the strongest sports lineup in network television, newly independent FOX sees itself as a nimble start-up with entrepreneurial roots and a rich history of innovation. The resulting work shows what evolution for entertainment brands can look like in today’s constantly changing entertainment landscape, illustrating how major networks can embrace their strengths as broadcasters, while taking nimble and brave new approaches in the business. FOX’s Schillace says, “We needed to break down our brand in order to reimagine it. Trollbäck+Company worked with us on a focused and ownable strategy that looked to our past to reimagine our future, and their design-forward aesthetic brought us a smart and flexible design that is unlike anything else we’ve seen.” Trollbäck+Company interviewed dozens of stakeholders at FOX, daring them to define the future of the company. Feedback showed a passion to see the brand rise up and reclaim its status as a source for breakthrough entertainment –– the same brand that brought the world iconic shows like “The Simpsons,” “The X-Files,” “In Living Color” and “American Idol.” Stakeholders wanted a brand that went beyond disruptive or edgy – something vital, timeless and culture-defining that challenged the industry with its daring, disruptive content. To do this, the brand needed to clearly communicate a fresh attitude that told viewers what they could expect from FOX. Trollbäck+Company devised a new brand position, strategy and tone of voice that leverages the FOX brand evolution as a powerful turning point, showcasing the company’s commitment to shaping itself as a source of risky, rewarding content. “The way the industry is today, the middle of the road is the best place to get run over,” says Elliott Chaffer, Executive Creative Director at Trollbäck+Company. “We needed to bring back and champion the brand’s ability to take big swings and bigger risks.” Instead of over-promoting or taking a backseat to its content, the new FOX brand provokes, pushes and engages its audience. It takes a step back from the world of “general entertainment” and embraces specificity, POV and fandom. “Some leave the past behind,” says FOX’s Edwards. “But, as the original disruptors, we embraced the best parts of our past to move forward. That’s why, as we re-establish ourselves in this new marketplace, our brand was deconstructed and rebuilt, representing the best of who we are at our core.” Alex Moulton, Chief Creative Officer at Trollbäck+Company, says, “We approached the project with an ambitious strategic vision and high-end design standards, and we are incredibly proud of the result. The market is ripe for a change of direction, so we set out to position FOX as an entertainment brand that’s forging culture.” The rebrand’s visual design process began with a subtle redesign, then abstraction of the FOX logo to create a mark that spoke for the new brand attitude and served as the basis for its entire graphic identity. Reducing down the FOX logo to its core ingredients, then breaking apart the pieces into abstract shapes and patterns was a major component of the visual rebrand. The broken letters offer an infinite number of possibilities for expanding the system: pattern work and creative framing, created from the broken lines of letters and negative space, plays a role in the brand’s iterations across every platform and touchpoint, from billboards to social posts to large-scale, environmental settings. Nuanced variations in the animated toolkit represent FOX’s new masterbrand in virtually any style or material, from animated and live-action comedy to unscripted series to groundbreaking dramas. Trollbäck+Company also created a digital/social guide and toolkit for the brand that was larger than its on-air guidelines –– another reflection of the brand’s shifting strategy. The new FOX identity is featured across all of FOX’s 17 owned-and-operated stations and over 185 affiliate stations across the country, further propelling the rebrand across channels and platforms. Since the launch of its new on-air look and feel, the network’s slate, which includes new programs PRODIGAL SON, ALMOST FAMILY and animated comedy BLESS THE HARTS; alongside hit series THE MASKED SINGER, 9-1-1, EMPIRE and THE RESIDENT; and iconic animated series THE SIMPSONS, FAMILY GUY and BOB’S BURGERS, FOX ranks #1 is the only network to see year-over-year gains, while also claiming this season’s #1 returning program (THE MASKED SINGER) and #1 new series (PRODIGAL SON).

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        Brand Evolution

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