USA NETWORK rebrand
WE THE BOLD
USA Network has had a long history with quirky characters and it’s offbeat original programming. The tagline, “Characters Welcome” had been synonymous with the USA brand since 2005. However, the landscape of television has evolved. Consumers are now seeking more dramatic scripted content and USA needed to evolve our brand positioning to address that shift in viewer interest.
As a play on the first line of the United State’s Constitution, we adopted the new tagline “We The Bold” to tie into our new, progressive programming, while maintaining an accessible and inclusive identity for existing viewers.
In rethinking the USA brand design, we asked ourselves a few questions: What does it mean to be bold? Is bold always bigger and louder? When do you use this new tagline and when is more bold not to? We also needed to determine a voice for the network that was independent of the identities of each show.
As Creative Director, I helped lead outside agencies and internal, cross-department team members to create a design system that was on-strategy. The result is a graphically clear and edgy device that allows the network and each show to have independent identities. The system uses the logo lock-up with it’s parallel lines to create a stage and whatever content is in between those lines, has the stage. This new design system was translated across all mediums, including usanetwork.com, broadcast television programming, social media, print and interactive displays.