Logo Network Brand
As Ferris Bueller once said, life moves pretty fast. Believe it or not, when Logo launched in 2005 there was an internal debate over whether scenes of same-sex kissing on the nation’s first & only LGBTQ network would scare off advertisers. Over the next eight years, the brand would go through several evolutions. By 2013, it seemed that not only was ‘gay’ everywhere, it was, ya know, no big whoop. So the network evolved alongside the culture at large, adding gay-adjacent programming (hello, Golden Girls) and attracting pop culture vultures of all orientations while staying true to our gay DNA. With the dominance of streaming platforms, the gay network has virtually left the dance floor, but we sure had fun making our mark at the time. Below is a sampling of the work that led to the era’s most successful digital cable launch and the rise of RuPaul’s Drag Race. Werk.
RESULTS
FIRST LGBT TV NETWORK
FASTEST GROWING DIGITAL CABLE NETWORK
FIRST LGBT-TARGETED BLUE CHIP ADVERTISER COMMERCIALS
LAUNCHED CULTURAL PHENOMENON RUPAUL’S DRAG RACE
Sample pages from the brand bible offer a peek into the articulation of our expanding audience and cultural mission.
Music is defining for the queer community.
We launched NewNowNext, a music show which was hosted by the biggest pop stars and divas from Beyonce to Kylie to Mariah, with Lady Gaga making her television debut at the NewNowNext Awards. The ethos of being ahead of the pop culture curve, and the NewNowNext brand infiltrated the federal Logo brand significantly.
Logo Brand Sizzle
Logo Beyond.
In 2013 we embraced our big gay reputation as culture makers & shakers. Fun, boundary-pushing, and outrageous our ‘Beyond’ positioning & tag line told viewers that Logo is the place for cutting edge music, news, and entertainment with a queer slant.
The 2013 “Beyond” brand refresh, included a robust new bible, developed in-house, which identifies the new vision and mission, and how we will articulate that across the brand. Select pages seen here.
Evolution takes time! Click through the slides below for a fun and fabulous journey of gay through the ages, or should we say the gayges?
Going beyond On-Air, Print, Digital, and Out-Of-Home.
Attitude is nothing without a hot look. Our internal design team developed a modern, vibrant, attention-grabbing style that celebrates boundary-pushing creativity of every orientation.
Logo Beyond Sizzle
On-Air graphics
On-Air Design package
Full Promo Package sample
OOH
Promos and clever ‘topical’ editorial spots colored the airwaves and gave viewers a taste of the cheeky attitude that typifies the Beyond vibe.
