Troika Design Group Ushers in Fall Season with New Look for FOX

Troika Design Group Ushers in Fall Season with New Look for FOX

Network branding agency Troika Design Group is reinvigorating the on-air identity for longtime client FOX Broadcasting Company. Troika handled all concept, design and animation for the package, which includes a network and affiliate promo toolkit, delivered with three variations and a branding style guide. The sophisticated new look rolls out this September and runs through the 2007/2008 season.

SVP of Design at FOX, Michael Vamosy said, "This season we wanted to evolve the graphic look of FOX. We thought, who better to further the package than the original design team at Troika? They understood where we wanted to take our look this year. They tapped into our sensibilities of wanting a new package that drew its core structure from the established look. The updated system they created for us is simple, sophisticated and communicates with brilliant boldness, all while embracing the FOX brand. Not only is collaborating with Troika an elevated creative experience, they know our production needs inside and out. They get it."

FOX executives approached Troika with the unique opportunity to evolve the concept and styling of the "New Slant" identity it originally developed for the network in 2005. This new effort gives FOX a more accessible and elegant brand expression than in previous years, when it was regarded as being more aggressive, young and irreverent.

"Our primary goal was to create a visual identity that captured the proper tone and spirit that reflected FOX's new attitude for the fall," said Gilbert Haslam, Creative Director/Designer, Troika Design Group. "Another goal was to allow an individual show's branding to be integrated with a thumbprint of the network identity, a client-charged, groundbreaking design strategy that was dubbed OETransparent Branding.' The final FOX product is a true testament to the network's innovative spirit and dedication to creativity. FOX challenged us, set inspired goals and trusted our team throughout our entire journey."

Troika based the FOX refresh on the "New Slant" conceptual platform, building on the strengths of the original motif and establishing several design and motion elements to push the look in a new direction. These included enhancement of: depth, negative space, versatility and sophisticated layering. Troika also created a signature FOX blue palette with two tonal approaches--Light and Dark, and showcased FOX's diagonal shard motif and logo through dynamic motion and refined treatment. Also new this year is a more cultivated FOX logo, as well as the new "FOX-ON" signature endtag that promotes the network's multimedia presence.

Troika is an award-winning design company known for producing memorable visual brand identities. Based in Hollywood, Troika combines a unique hybrid of skills with a team of more than 25 designers, producers, animators, editors and conceptual thinkers who specialize in network branding, promotional and advertising campaigns, and show packaging.

Founded in 2001 by industry leaders Dan Pappalardo, Mark Bohman and Chuck Carey, Troika is one of the premier providers of strategic design and creative production for television. The company's approach to design is clever, thoughtful and focused, delivering standout concepts while remaining faithful to a client's brand ideals. Troika has worked closely with top television and cable networks including FOX, ABC, The CW, ESPN, HGTV, E! Entertainment, Animal Planet, Food Network, NFL Network, Fine Living, VH1, TV Guide Channel and NBC Sports.


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