• Branding
  • Design
  • Strategy
  • Visual Identity


Since its inception in 1980, BET has always been rooted in serving Black people and the Black community. With a 40 year legacy of celebrating Black excellence, BET is the only brand that represents the fullness of the Black experience. We were handed the responsibility of reimaging the brand. This was very much a revolution, an opportunity to modernize it, but more importantly, to make it feel relevant and future-proof for the years to come. At its core, it was both a branding exercise and a cultural statement.


As the destination for all forms of Black creative expression, the concept of Black Canvas became the heart of the new visual identity. Black creators. Black visionaries. Black talent. They all come together in one place. 

This foundation became the catalyst for how we approached the redesign of the logo. The starting point was a simple black square. The canvas. This canvas could ultimately take on any shape or form, designed as a device to showcase all forms of expression. At the end of any application, we return to the square, the neutral state for the identity.


The master brand is the foundation for the entire ecosystem. Bold and contemporary, it sets the tone, through the use of a distinct motion behavior. Using the corners of the screen and a highly editorial aesthetic, it feels at once restrained and rebellious. An identity system in a constant state of flux.

Raw. Textured. Bold.
BET Jams takes a page from the aesthetic of tape cassettes, vinyl, and record stores. Raw, textured, and bold it utilizes a vintage collage feel.

Feminine. Empowered. Sophisticated.
With pastel colors, feminine script, and organic shapes, we wanted to highlight the incredible women in the BET family.

The sub-brands have completely unique logos and each have their own distinct voice but feel totally connected to the master brand. 

Expressive. Heartfelt. Deep.
BET Soul has a more refined feel, highly influenced by the world of R&B, and all that comes with its more heartfelt narrative.


BET has always been rooted in serving the Black community. As part of the Black Canvas concept, we wanted to go beyond media. So we developed a campaign where we curated and partnered with a group of artists nationwide to bring their individual forms of expression to the streets. The Black Canvas as a tangible extension of the brand.