- Showtime Networks
- Showtime Extreme on-air identity
More bread, more circuses: an on-air identity for Showtime Extreme
A cross-media rebrand commissioned to celebrate the addition of sports – extreme and conventional – to Showtime’s action movie channel, this project predates the official advent of bro-culture by a year or so. And while there are women among the devotées of NASCAR and Mixed Martial Arts, the brief called for, shall we say, a committed masculinism. We have always been irritated by high-fives, so we tried to keep our eye on the footage itself, figuring we’d leave that kind of behavior to its audience.
This brand is about aggression, conflict and resolution. It is not subtle. The visual conceit is the letter X – a point of convergence rendered by the four arrows implicit in the letter’s negative space, which can be abstracted to create transitional forms. Colors: black, white, and red. Period.