AMC NETWORKS INTERNATIONAL
Designing a bold brand identity to increase global awareness.
In the United States, AMC has built a reputation for creating riveting original series with cult followings and fandoms with Mad Men, Breaking Bad and The Walking Dead to name a few. Globally, however, it is still a relatively new brand that does not yet carry the same reputation and heritage.
Our challenge was to refresh the brand in a way that would get audiences to sit up and take notice of AMC and to connect its content back to the channel.
A GLOBAL BRAND REFRESH
Each market – from the UK to Iberia to Central and Eastern Europe to Latin America - has a different maturation level, different content on the channel and a different competitor set.
The common thread was a desire for a stronger visual brand presence that will bring attribution back to the AMC brand and start to make it meaningful to audiences.
A SIGNATURE DEVICE INSPIRED BY A TIMELESS LOGO
The AMC logo is a classic, simple and powerful marque.
The dimensions of the frame around the logo was transformed into a ‘fill’ to enrich footage and key art, bringing characters to the fore.
AN INJECTION OF COLOUR
Domestically, AMC is a black and white brand. Globally, there was a need for the brand to stand out more, so red was introduced for all the connotations it brings: intensity, energy, danger, passion, desire - themes that are ever-present on AMC.
The letters from the AMC logo were supersized to be bold, punchy and to amplify the brand even more.
The brand refresh has rolled out across 50 countries. It was achieved through collaboration with 20+ international clients, across 4 time zones and online training for 120+ AMC employees.
“Working with Red Bee Creative has been a truly great experience. The collaboration between our regional creative teams, led by the efforts of our New York marketing team and Red Bee was not only effective, but inspiring and we’re thrilled with our finished creative that reinforces AMC as a globally distinguished home for popular, compelling programming.”
SVP, Programming & Marketing, AMC Networks International