Brand Identity

  • Branding
  • Verbal Identity
  • Visual Identity


Classic films don’t just live in the past — they continue to inspire, influence, and reflect so much of our present and future. As TCM’s branding partner, we brought this truth center stage with a new brand identity and tagline for the network.

As curators. As movie lovers. Together with TCM, we chose a path that was “Culture forward — Classic inspired.”


Inspired by the idea that “the past is only the beginning,” the tagline we developed — WHERE THEN MEETS NOW — establishes TCM as the destination and catalyst for reframing the conversation around classic films for today.

The tagline is also incredibly flexible and useful as a language system for promotion, Where         Meets        , driving the viewer to this one special hub with every line. Where Timeless Meets Today. Where Fashion Meets Politics. Where Culture Meets Context. Where Dietrich Meets Dustin.


Visually, the refreshed visual identity was inspired by one simple thought: What you consider to be a classic movie might be very different than what the person next to you thinks, or your children, parents, colleagues, friends, or neighbors. “Classic” is different to everyone, which speaks to the range of context, history, and personal experience that surrounds each film. 

This led us to focus on the “C” of TCM as a constantly changing activator and storyteller with a vast series of interpretations. Each dynamic, original C in the logo was then paired with its own unique motion behavior to embody an energy and evolution for the TCM brand.


Our logo embraces the range of interpretations of a “Classic.” When it is activated, The T and M letterforms act as a frame for the ever evolving “C” in between, ultimately landing in its final state.


As we built out the full refresh package — and in keeping with the overall brand positioning — we chose a typographic system and color palette that would represent modern takes on classic design. The partnership extended to OOH, social templates, design systems for TCM’s on-air and in-person franchises, and packages for the TCM Film Festival and their presence at the Telluride Film Festival — all to ensure consistency from master brand to all of the sub-brands.

TCM Franchises

Within the umbrella brand, we also created
the identities for 12 distinct sub brands that
encompass a diverse range of experiences
from cruises, to wines, to festivals, to news,
and so much more.