TruTV Taps And/Or for Multiplatform Rebrand 07.25.2017 As Turner's truTV finalizes its brand evolution from a reality-focused network to one that's all in on comedy, it turned to Brooklyn-based creative agency And/Or for a multi-platform rebrand. "And/Or had a true understanding of our voice and a great, collaborative voice to boot," said Puja Vohra, executive vice president of marketing and digital for truTV in a statement. "We couldn't have asked for better partners on our redesign." Simplicity was the central concept that guided And/Or through the rebrand, giving truTV's marketing team a great deal of flexibility. "Part of our task was to simplify the brand so that the network talent and programming took the lead," said Kelli Miller, executive creative director at And/Or, in a statement. "This required an extremely flexible system that allowed seasonal key art to shine while maintaining a coherent underpinning that kept everything connected under the truTV brand." And/Or left the truTV logo and tagline, "Funny because it's tru," unchanged. That became the cornerstone of the brand DNA, said Miller. Staying true (tru?) to the notion that the brand needed to be simplified, And/Or stripped it down to one color and two typefaces. All of the brand elements were created to be adaptable to the network's individual shows, including Impractical Jokers, Adam Ruins Everything, The Chris Gethard Show and more. The new identity also had to support comedy's core elements such as timing, anticipation and punchline. "These ideas informed everything from animation behavior to the naming conventions of the brand elements," said Miller. The new, edit-friendly brand system allows the truTV creative team to add a self-aware punchline or commentary to promos, posters, and marketing materials - or not. It's all about having options. "This project was an amazing challenge, we knew we had to strike the perfect balance of comedy and brand consistency without being heavy handed and out-joking the talent, who are obviously the real comedians," said Miller. "The adaptability of the system will go a long way for the truTV team." CREDITS Agency: And/Or Executive Creative Director: Kelli Miller Creative Director: Kendra Eash Executive Producer: Nika Offenbac Art Director: Erin Kilkenny, Sarah Cohen Animation Director: Yussef Cole Design: Erin Kilkenny, Sarah Cohen, Larisa Martin Animation: Yussef Cole, Olga Povarchuk, Erin Kilkenny, Larisa Martin, Stephanie Swart Associate Producer: Meredith Alloway Network: truTV EVP, Marketing: Puja Vohra VP, Multiplatform Creative: John Cassidy Creative Director Design: Jim Read Sr. Director Creative Operations: Kim Kahne Sr. Art Director: Leah L'Esperance Project Manager: Jenelle Bringer.