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The Biography Channel Teams with Leroy and ClarksonThe Biography Channel teamed with New York-based design and production firm, Leroy and Clarkson to produce new domestic and international branding packages, part of the network's repositioning as "Bio."
"The network wanted a fresh, new look with great legs to reflect the start of a new era for Bio," says Leroy and Clarkson principal and creative director Daniel Fries.
"We wanted to create something they could fall in love with, something that would shape that new era."
"We asked for an out-of-the-box concept," says Anne Craig, Creative Director AETN International, "a brand design that would travel the world, be fun fresh and extremely flexible and inspire creativity in the people who'd use the package.
With one caveat -- it also had to be rigid enough to maintain brand integrity.
Leroy and Clarkson not only nailed it from the get-go, they got us excited again about our own product."
At the heart of the rebrand is a bold new logo comprised of the word "bio" followed by a dot or period.
"It's modular, easy to use and distinctive in its simplicity so that it functions well globally," notes Fries, "it's a design package with a very accessible but sophisticated graphic language."
The Clarendon EF letterforms, which make up 'bio.' serve as a toolkit for the rebranding packages.
"The logo is the toolkit.
Each package utilizes the typography abstractly to create rich and dynamic packages" says Senior Art Director Ryan Moore
more: The Biography Channel Teams with Leroy and Clarkson
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Leroy + Clarkson > Broadcast Design Companies
January 22, 2008 | Viewed 23,782 time(s)
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