Noted: New Logo and Identity for 10 Tampa Bay by Matchstic
“10/10 Would Watch Again”
(Est. 1965) "WTSP, virtual and VHF digital channel 10, is a CBS-affiliated television station licensed to St. Petersburg, Florida, United States and also serving Tampa. The station is owned by Tegna Inc. WTSP's studios are located on Gandy Boulevard in St. Petersburg, and its transmitter is located in Riverview, Florida. In May 2020, the station was rebranded as 10 Tampa Bay." (Wikipedia)
Design by
Matchstic (Atlanta, GA)
Related links
Matchstic project page
Relevant quote
We started by establishing a unique and ownable position for the station. In a noisy market filled with disjointed stories, they would offer “deeper dives and sharper insights.” But that wasn’t the only change. Since news wasn’t the only type of programming they offered, we helped the team rally around a more appropriate name: 10 Tampa Bay.
In a market awash in red and blue, our design team introduced a refreshing teal and an elegant geometric mark with confident, radiating linework that nods to the layers of a well-told story. The distinctive shape, with its precise intersections also served as an ideal supergraphic across some imaginative applications.
Images (opinion after)
Opinion
A quick explanation for our international readers: The major TV networks in the U.S. (ABC, CBS, NBC, and FOX) all have local “affiliates” that are usually named after the channel they exist in in each market and they are pretty much free to have whatever logo they want as long as it includes the mothership logo in some way — usually, all these affiliate logos are pretty terrible. Case in point, the old CBS 10 News logo, with a swirly-wrapped “10” itself wrapped tightly in a box with a tiny CBS mark and generic type. The new logo is a beautiful typographic execution that forms the “10” out of concentric circles and lines. Naturally, I’m 100% biased because look at the Brand New logo. I’m in no way implying we are a precedent for this logo but that it’s such a pleasing direction to go in because the concentric lines can be aligned perfectly. The “10” is accompanied by a strong wordmark that is nicely locked-up to be 50% of the height of the “10” and I really like how the CBS eye is tucked in the second line. The mint/teal color is great because, as the quote mentions, most of these affiliate logos are all blue and red, so this instantly feels fresher and breaks from conventions. The applications where the “10” is filled in with white against the teal color look great. I’m not a huge fan of the logo-as-window approach because it loses the essence of the logo but I can see its usefulness in application. I’m also not entirely convinced by the type-in-thick-boxes treatment for headlines but other than that, the use of photography and typography throughout the applications is quite good. Overall, this is solid work and if it doesn’t feel like a local TV station identity — which it doesn’t (and that's a compliment) — that’s not the identity’s fault but local TV stations’ fault that have, for decades, had such crappy branding.
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