TV Land Rebrand

This Isn’t Mayberry

Editorial, Animation, Branding, Design

We had a great experience working with the talented creative team at TV Land on this epic 2015 rebrand. This isn’t your parent’s TV Land anymore. Roger was enlisted to reimagine their entire brand look, from the logo mark to the way they shoot photography. This major brand overhaul coincides with the release of an awesome suite of scripted originals, including the shows Younger, The Jim Gaffigan Show, Impastor and Teachers.

Design Overview

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We created a custom typeface

We tried a variety of markers, brushes and hand styles when experimenting with what TV Land’s on-air font would be. We knew we wanted something tactile to support the theme of our concept overall. Ultimately the writing of our friend and designer MK Fabila, became the clear favorite and her custom script font now lives on air as TV Land’s script font.

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Graphic Language

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We created a library of assets

Using a custom rig that we built, we shot practical paper tears, employing a variety of paper weights, colors and textures. These tears were then imported digitally as still textures and image sequences, giving the rebrand it’s custom tactile look. Our robust toolkit included an in depth paper library, giving the in-house team at TV Land a lot of flexibility to be creative moving forward.