NBC News Studios

We had the pleasure of working with NBC to develop the identity system for their production arm, NBC News Studios. Working with such an established brand offered a unique challenge: how close or far from the core NBC design system we should stray?

We approached the project with the philosophy that content should be king. Our design system should support the documentaries, docu-series and scripted programming NBC was producing, and not overwhelm or distract. Coming at this with a strong typographic approach allowed for a clean black and white system; splashes of color, pulled from the core NBC design system, could be sprinkled throughout—bringing bumpers and animations to life.

The logo itself is a reduction of the iconic NBC Peacock. With three simple feather shapes, it’s still instantly recognizable as part of the NBC family. The logo can also be used as a viewfinder to the world, sometimes die-cut out of business cards or knocking through to video — a nice metaphor for NBC News Studios, and the stories they capture.

It’s a design system that’s minimal yet fresh. It feels at home with the rest of the NBC design system, while still retaining its own personality. Nice.


The Collected Works

Todd Goodale