CNBC Prime Exhibit

CNBC Prime

Gretel crafted a stark, edgy brand for the TV channel’s new entertainment programming.

CNBC’s dominance in financial news presented an opportunity to expand the brand into prime time with entertainment programming centered on the network’s core theme: money. The new brand needed to make a clear visual and tonal break from CNBC’s Business Day and appeal to upwardly mobile men with a feel that was premium, but not elitist. New York agency Gretel crafted a masculine brand with an edge. Stark black-and-white photography and simple, monospaced type create a marked contrast to the busy, colorful, data-driven look of daytime programming and language injects the design with a confident, cocky tone. In motion, the imagery shears into clean, graphic slices and the logo is simple, balanced and bold.

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