FUNNY BECAUSE IT’S TRU.
THIS IS THE NEW truTV
truTV has outgrown its past life as a reality network, evolving to become a comedy upstart drawing big names and lots of buzz. With shows like Impractical Jokers, Adam Ruins Everything, and At Home With Amy Sedaris, the network curates a unique mix of content that plays with format and provides laughs at different levels – from educational and scripted comedies to pranks, practical magic, and man on the street.
We stepped in to help the network walk the way they were already talking: with a bold, flexible, and confident new brand system that keeps talent front and center, leaves room for jokes, and cuts the fat.
It went so well, they came back for seconds. A year after our brand launched, truTV invited us back to hone the system and develop a few more complimentary tools. To check out the new stuff, skip to the bottom.
Part of our task was to simplify the brand so that the key art could lead when necessary. We stripped down the brand to one color and two typefaces and built the brand elements to be adaptable for present and future key art.
LOGO AND TAGLINE ANIMATIONS
Our logo and tagline animations are the holy grail to the brand DNA. The animation behavior is playful and edit-friendly using a match-on-action philosophy that allows editors to drop the tagline if necessary or keep it for an extra brand kick. We created six unique animations that have fun names like hopper, screensaver and ping ponger – like loveable little pets.
PROMO VS. PROMO
Want to show off the show? Create a key art promo with our brand glue. Don’t have anything to wear in the key art closet? Create a standard promo. A modular structure makes building promos editor-friendly and super flexible.
DIGITAL + PRINT
OUR SYSTEM ALLOWS FOR TELLING FUNNY TRUTHS ON EVERY PLATFORM AND LETS THE KEY ART SHINE THROUGH WHEN NECESSARY.
CREATED WITH THE DEEPLY HELD BELIEF THAT BUSINESS CARDS SHOULD HAVE A LITTLE PERSONALITY.
We immediately put our shiny new rebrand to use when truTV asked us to do the graphics for their 2017 upfront presentation. We collaborated with the network’s internal team to put together a docu-style parody that showcased Tru’s upcoming shows and talent, including Andrea Savage, Chris Gethard, and Amy Sedaris.
BUT WAIT THERE'S MORE!
A year after the rebrand went live truTV asked us to audit how everything had been working. That audit led to a rebrand 1.5 project where we developed new tools and guidelines to address some of the needs that had arisen in that year. This included new typefaces, new accent colors, new talent photography, revisions to on-air promo structures, and the development of ‘a tru original’ ID system for on-air and print applications. Here are some sweet examples of that.
ALL NEW TALENT PHOTOGRAPHY BECOMES A TOTAL BRAND THING.
WE GUSSIED UP THE SOCIAL BRAND LOOK. WE EVEN MADE SOME ANIMATED GIFS!
THE TOOLS IN ACTION! NEW TYPEFACES, NEW COLORS, OOOO LA LA...