TV Brand Transformations Mean Busy Logos -- Sometimes With Feathers
As a media company, how "busy" are you? Logo-wise, that is.
Comcast Corp. took the iconic rainbow-laden peacock off NBCUniversal’s logo when it became major owner in January 2011. Senior executive Steve Burke said the logo and the peacock were "too busy."
But apparently not that busy for Comcast.
In preparation for Comcast’s 50th anniversary, the company is bringing back the peacock for its corporate logo. The familiar colorful bird graphic will sit right atop the Comcast name, which will get a thinner, gentler-looking font than its current incarnation.
Gone will be the red crescent that encircled the "C" in Comcast’s name, which was part of the big cable operator’s long-time logo. Is the message that Comcast is now a lot more than a single color?
Of course, it doesn't hurt that NBC is riding the wave as the top broadcast network so far this season -- up 23% to an average 3.2 rating among 18-49ers. "Sunday Night Football" is a big factor in NBC's climb. (Perhaps Comcast should add the NFL logo as well?)
Taking away NBC's peacock, which had been used since 1956, was, for some, like taking away the soul and history of the network.
Any new media-branding images should send the right messages to business partners and consumers. Having a peacock seems to offer one message; a darker hawk might say something else. Perhaps another network will go for a quieter and watchful owl.
In that vein, do you perhaps wonder why Fox doesn't do the obvious, and use a fox? ABC? CBS? What animals could be associated with these networks? Maybe not an animal, but a flower, landscape or seascape.
Cable networks go a different route, as many of their names say plenty -- or at least something specific: Discovery, Comedy Central, History, E! Entertainment, Universal Sports, for example.
We don't need any extra graphics here. No feathers. Not even an entire programming rainbow.