TBS
Brand Identity

Studio: Trollbäck+Company
Role: Chief Creative Officer

As part of a larger WarnerMedia strategy to reimagine its portfolio for the modern entertainment landscape, TBS came to us with a big mission: take the brand out of its comfort zone and into the full spectrum of unexpected, unpretentious, undeniable entertainment—from comedies to live sports to premium, scripted originals. 

Beginning with sharpening the strategic lens, we established a new philosophical and creative framework for TBS that retains its fun, honest, premium identity while allowing the brand to stretch in exciting new directions.

Our visual identity system empowers TBS to prioritize mood over genre while staying true to its premium, voice-driven, unconventional roots. The fresh TBS color palette uses gradients instead of single colors, allowing it to express the tone of content rather than identify a single, rigid genre. The iconic logo shape can now be used as a container for content, while mood-based animations and a flexible promo system give TBS the ability to support any story while also bolstering brand attribution.

View the full case study at Trollbäck+Company.