ViacomCBS’s recent acquisition of Pluto TV is central to their ambition to play bigger in the streaming wars. We partnered with the Pluto TV teams to develop a distinctly characterful streaming platform brand that lives on the global stage. Unlike other platforms, with 250+ curated channels and thousands of on-demand movies, you can drop-in, anytime. It’s free.
A logo crafted to feel premium and legible. With angular cuts that suggest forward momentum, a vibrant colour trail and tv icon rooted in the planetary origins of the brand, the new logo is a memorable visual mnemonic.
“Over 9 months we partnered closely with the super-talented Pluto TV team. It gave us the opportunity to solve fascinating and complex brand challenges: unifying the brand across every kind of platform and creating a brand experience that gives the Pluto TV viewer what they want – a shared, leaned-back linear television experience but with the control of a streaming service.”
With a ‘retro-future’ colour palette, the Portal transports, connects and unifies the Pluto TV experience across 250+ channels, brands, and every device. At its most reductive the Portal appears as part of the UI and at its most expressive across promos on-air, advertising, third-party apps, platforms, and every touchpoint. The colours can be used in different combinations and dialled up to be more expressive, or down to be more reductive, depending on the purpose.
We crafted a distinct custom typeface in eight weights, in collaboration with Martin Vácha from Displaay, allowing it to adapt to a myriad of scenarios and still retain absolute legibility. With angular cuts and clean, geometric forms that echo those in the new logo, the new typeface exudes simplicity with idiosyncratic details.