Issue: Studio - September 2007


HOLLYWOOD - Troika Design Group ( recently reinvigorated Fox's on-air look, creating a new Fall design package that will run through the 2007/2008 season. The revamp includes three variations of a network and affiliate promo toolkit, as well as a branding style guide.

Fox called on Troika to further evolve the look that the studio had established for the network back in 2005. The new look gives Fox a more elegant brand expression than in previous years, when it may have been regarded as aggressive and young.
According to creative director/designer Gilbert Haslam, the new look had to reflect both the spirit of the Fall lineup and allow individual show branding to be integrated with a thumb print of the network identity -  dubbed "Transparent Branding."

Troika based the Fox refresh on the "New Slant" conceptual platform, building on the strengths of the original motif and establishing several design and motion elements that push the look in a new direction, including enhancements of depth, negative space and layering. The studio also created the signature Fox blue palette with two tonal approaches - light and dark. Also new is a more cultivated network logo, as well as the "Fox-On" end tag that promotes the network's multimedia presence.

Adobe After Effects 7.0.1, Photoshop CS2 and Illustrator CS2 were used on the project, along with Maxon's Cinema 4D V.9.603 and Apple's Final Cut Pro 5.1.4. Apps were running on 2.5 GHz Dual Core Mac G5s.