Current TV gets a brand makeover.
Current needed an extreme statement to indicate a completely new direction and almost erase its previous history to establish a new reputation. A flag, signaling they have arrived and that they stand for a specific kind of journalism, is exactly what they needed. And it looks awesome. Conceived as a moving logo first and static logo second, the execution is dynamic, bold, and innovative without feeling like it’s trying hard to be cool and relevant. The black and white approach also gives it a sharp edge in contrast to all the colorful identities found on TV. The identity applications and on-air look are still limited but everything shows plenty of promise. So far, one of my favorite logos of the year.