Watch &
Wonder

Refining the Logo

We started by reducing and refining the primary logo system. We created a more flexible word mark for “Curiosity Stream,” putting the emphasis on “curiosity” and making room for the additional outputs for the brand (linear “channel” as well as “on-demand,” and setting the stage for any future needs “productions” etc).

Iconography

The platform and linear channels are organized into genre buckets for the various types of content (nature, science, history, etc), so the desire was to brand the individual genres with unique iconography and color usages. We started by defining a stylistic DNA for the iconography based on the Y icon present in the original logo. We developed a suite of icons to be paired with each genre brand.

Typography

For typography, we looked to add a contemporary edge to the system, while also leaning science and tech-forward. We paired Graphik Sans, with Space Mono (Colophon’s Google collab). The monospaced font had the added benefit of playing nice with our regimented grid layouts.

Color Palette

With a brand focused on learning, we were inspired by concepts of insight and wonder. While considering sources of light to represent this illumination and the revealing of knowledge, we were reminded of one of our most universal natural wonders on Earth, the northern lights. We adapted a simplified version of an aurora to become a central component of the brand’s presence.

Toolkit Automation

Brand toolkits were highly automated, but with extensive options. Light and dark modes, genres with associated iconography, full-bleed footage and photography with variable color overlays. The toolkits could be plug and play, or more customized, while still adhering to the brand guidelines.

Graphic Idents

We envisioned a series of reductive genre-inspired idents telling brief stories of curiosity and discovery using only the dot. Splitting the atom, dividing cells, and fluttering butterflies add intriguing mini vignettes to each logo animation.

Crafting a User Experience

After delivering for the on-air aspects of the brand, it was time to take a look at how the new identity elements could translate to the streaming platform itself. We embarked on a UX/UI design/animation phase to help craft the brand experience on the consumers in-app.