Rebranding Pluto TV to play bigger in the streaming wars.

ViacomCBS’s recent acquisition of Pluto TV is central to their ambition to play bigger in the streaming wars. It further accelerates the already rapid growth and increases its market share of over 22 million active users. Pluto TV partnered with DixonBaxi to develop an iconic new brand that lives – in its distinctly unconventional way – on the global stage. Unlike other platforms, with 250+ curated channels and thousands of on-demand movies, you can easily drop-in, and tune-in to whatever you’re into, anytime.

A logo that signals the future of TV.

A logo crafted to feel premium and legible. Capturing the brand’s quirky personality while still fitting neatly with many other identities across the channels (MTV, CNN, etc.), and standing out as an icon on a TV or mobile device. 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.

Designed for instant recognition and 100% attribution across every platform.

A unique logo signature is a “hyper-jump” into the Pluto TV universe

A brand that transforms Pluto TV to be the entertainment destination to drop in, and tune-in to whatever you’re into, anytime.

A ‘lean-back’ experience that puts the audience in control.

“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.”

Unified brand architecture brings clarity and amplifies powerful partnerships.

The Portal: A visual system that simplifies and unifies the experience.

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.

Pluto TV Sans. A custom typeface for maximum legibility and infinite expression.

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 that reflect Pluto TV’s character.

Dropping into cities across the US with a bold, unapologetic outdoor brand-first launch campaign.