TBS Logo imposed on top of Conan O'Brien image

Graphic Standards / Identity / Logo

Original content demands original design.

In early 2015, network president Kevin Reilly revealed that TBS would remake itself by the end of the year. Determined to create more original comedies, animated series and late-night talk show, Reilly hoped to reshape TBS as a home for, in his words, “big unscripted ideas with attitude.” Obviously, reinventing cable stalwart would require a reimagined identity.

We enthusiastically tackled the work, creating a logo that is consistently bold, yet flexible in its use. Like the original content the network is intent on producing, the logo’s letterforms are custom creations. Additionally, there is no set color palette, and the logotype may be used with and without its “slashed rectangle” container. This versatility allows TBS to incorporate the logo in surprising, dynamic ways that mirror the brand’s bold, brash new image.

TBS Logo
TBS logo
TBS logo construction
TBS identity standards
TBS Logo on screen with Conan O'brein

TBS editors produced the following network video bumpers to promote the new identity.

TBS Logo on ballots at a concert
TBS Logo in different applications
TBS Logo in different applications