Variety
Brand evolution for the relaunch of historic industry entertainment brand, Variety.
BEFORE / AFTERBrand Evolution
The Variety brand was in transition—making the shift from a daily newspaper to a glossy magazine. Alongside the revived product and digital presence, the brand needed an update to retain its legacy audience and expand into the world of celebrity news.
Before: 2011
After: 2013
Revised color palette, new POV on photography and design, and re-imagined brand experiences elevated the brand to a more suited premium, contemporary identity, while paying homage to its storied history.
Embrace—don’t reject—the history. Variety is a trusted brand with deep roots in the business of entertainment. Let’s not abandon that as we look to the future, let’s embrace it, and celebrate it.
Assert brand authority. Variety was poised to hold on to its position as the leader in the space; it was theirs to lose. Embracing that authority elevated the brand from a news brand to a premium identity.
Adapt to a new landscape. Variety was losing share to competitors that embraced celebrity news as part of their news cycle and content offering. Adapting to a digital world and the brand’s unique ties to celebrity gave them an edge.
Ownable position. Variety was historically focused on the business of entertainment. Their revised suite of events and digital content proved that a behind-the-scenes look at the business of entertainment could expand beyond the industry.
Updated color palette, typography, logo redesign, photography style and brand design across print and digital marketing materials.
Brand Design
Redesign of all Variety-owned events and conferences, including Power of Women and Variety Studio. Redesigned all branded materials including event signage, experiences, marketing materials and partnership activations.
Events & Conferences