BRAND IDENTITY - REBRAND
OWN
Oprah Winfrey Network
The Challenge
Designing a Brand Architecture System to Be Future Fit
The key strategy of OWN - Oprah Winfrey Network as a global brand is to create meaningful connections with diverse audiences.
A media landscape that is crowded, complex and challenging to capture a viewers attention demands a simple, elegant and friendly design system that is consistent and repeatable.
Brand Identity Messaging is Always On™
Evolve
Create Balance
Be Human
Essential to the rebrand was a key brand strategy: capture the valuable brand equity of existing Oprah Winfrey brand ecosphere and integrate it with the OWN Network. Feedback from the launch logo informed us what did not work; the design that was too complex to execute consistently and had poor readability.
The blueprint for the new brand identity began at designing powerful and unique letterforms, drawn by hand as a logotype.
A Brand Identity Design Has Infinite Possibilities
Knowing the one solution that works best requires going through a process of discovering what doesn’t work.
Design is Discovery
Form Follows Function
Fun with Purpose
Changing any brand is a hefty exercise. Changing an iconic brand with deep foundations takes careful timing and guided insights.
The design thinking process brings together the brand strategy, brand identity, design systems, voice, sound, and how the brand persona moves into consideration to create a balanced and believable identity.
FLOH CREATIVE - OWN OPRAH WINFREY NETWORK REBRAND
Ready for the Future Always On™
Like rewiring, a rebrand is about making stronger connections to increase the return on investment
FLOH CREATIVE - OWN OPRAH WINFREY NETWORK REBRAND
ICONIC
MEMORABLE
EXPRESSIVE
ALIVE
The golden light glow and simplified color palette transforms OWN into a persona that is expressive in it’s different audience personas.
The custom hand-lettered design is bold, interactive, responsive and future ready. A brand identity fully capable of differentiating OWN anywhere and personalized for all brand touch points.
Get in touch to learn about the Always On™ Brand Identities we’re creating for Warner Bros, Discovery, Coca-Cola, Disney and more
MARY ELLEN SCHROCK
