At Trollback, I worked as animation lead on the tbs rebrand with Nadia Husain as Creative Director. While being know for “very funny” the brand needed to adjust tone and feeling to allow for a wider range of content. The three distinct color ways and logo styles gave us a lot to work with. We played with how the logo could stretch and snap, invert and revert, and live beyond its resting state in the logo.
We built a system to maintain the proportion of the logo shape. Instead of just scaling up the logo, we carefully designed how the logo shape would look at each point in the animation. We built a system for animating gradients that would allow us create in one color way and easily swap to another. The result is an incredibly unique and expressive brand package that works for comedies and beyond.