TROIKA HELPS COURT TV BECOME 'TRUTV'
While Court TV was already home to popular unscripted series like Speeders, Forensic Files and Most Shocking, many casual viewers still associated the network with trial coverage. The new brand would help communicate the changes.
The on-air package features 10 network IDs, 10 promo packages, TruTV
franchise logo animations, menus, launch IDs and bug systems, along
with a corresponding custom image and HD footage library. Troika also
produced an on-air ID package for “In Session,” the network’s daytime
programming block of trial coverage.
The on-air design is based on tightly-cropped photos shot by the studio
over a multi-day shoot. These hi-res images of ambulances, stop
signs, gurneys and other iconic elements relate to the network’s
programs. Imagery is juxtaposed with splashes of saturated primary
color, combined with bold typography.
The network logo is based on the idea that TruTV offers definitive
programs. The “tru” portion is a sans-serif, lower-case font. A circle
contains the “TV” balance, and acts as a period to emphasize that TruTV
is absolute and final. In animation, the period slams into place,
accompanied by sound design.
Mac Pro workstations running Adobe After Effects CS3, Photoshop CS3 and
Illustrator CS3 were used on the project, along with Apple Final Cut
Pro 6 and Maxon Cinema 4D 10. Digidesign’s Pro Tools V.7 was used to
post the audio.
HD imagery was captured using a Sony HDW-F900 HDCAM camera. Stills were shot with a Nikon D70.