A radical rethink of the billion-dollar entertainment brand as a relevant and modern ‘super-genre’.

Working in close partnership with A+E Networks, New York, we embarked on a 6-month journey to reinvent the History brand. We developed a potent brand strategy and comprehensive design language to inspire the restless explorer in everyone.

Core to the project was freeing the History brand from the past and establishing it in the present. A relevant, engaged and contemporary brand that has a distinct voice and a more immediate presence in the world. Aimed at creating strong emotional connections with a broader audience and demonstrate a more significant cultural context.

A unifying idea – ‘Humanity’s Infinite Storybook’

A 6-week strategy sprint led to a company-wide brand positioning. The idea of – Humanity’s Infinite Storybook – was used to show that the real world has a tremendous depth of inspiring, momentous, and dramatic human stories [big or small] to draw upon. Moving beyond a TV channel to create a broader definition of History we refined the brand hierarchy, strategic and visual relationships and helped to create thematic strands to frame content across all of their platforms.

Editorial first – revealing character, telling immersive stories.

We created a series of editorial principles for the brand, giving it a stronger and more consistent tone of voice. The new look is very much built on typography and storytelling while language is critical in telling immersive stories. The typeface Tungsten is used in varying weights, allowing the brand to speak in “a range of volumes” and underlines are used frequently for emphasis.

H becomes the hero – imbuing the logo new meaning.

It was important to make the H icon the hero and give it new life. We created a series of short idents that reinterpret it as a reflection of infinite stories. Each film features evocative sound design and a 3D ‘H’ filled with a different substance: coal represents industry and manufacturing, smoke, battle and revolution and fire, ancient civilisations.

Type inspired by the spoken word brings the idea of story to life on-air and on digital screens.

We studied the cadence of noted speakers from Barack Obama to Muhammad Ali to create a motion graphics language based on their speech patterns. Show titles appear on screen at varying speeds with varied pauses in between words. This animation behaviour is used across all communications – on the website, social feeds through GIFs and films as well as on-air.

Digital – a seamless storytelling experience creates a cohesive, modern brand experience.

We studied the cadence of noted speakers from Barack Obama to Muhammad Ali to create a motion graphics language based on their speech patterns. Show titles appear on screen at varying speeds with varied pauses in between words. This animation behaviour is used across all communications – on the website, social feeds through GIFs and films as well as on-air.

“Now that History is back to growth, I am confident that HISTORY will go from strength to strength and will continue to tell stories that America and the rest of the world loves.”

Total viewers in primetime up 8% from the same period last year.