BET
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.visual identity. Black creators. Black visionaries. Black talent. They all come together in one place.
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.
The sub-brands have completely unique logos and each have their own distinct voice but feel totally connected to the master brand.
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.
