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.