The circles in Trollbäck+Company’s identity help a morning show feel as fresh as the news it covers.
The new daily wake-up show morning dose is the answer to that question: What do morning shows look like in the age of viral YouTube videos and Twitter posts? It leverages the media reach and data analytics of its parent companies, Tribune Broadcasting and Dose Media, to focus on storytelling driven by trending social content. To help morning dose entice young, tech-savvy professionals to tune in, New York studio Trollbäck+Company developed modular branding based around the circle. The shape not only emphasizes how the show packages news and pop culture stories in small “doses,” but also works well in a complex system of dots and patterns driven by playful motion behaviors. To round out the comprehensive branding—which covers all on-air collateral and live set elements and includes flexible toolkits to enable in-house teams to build out new assets—Trollbäck+Company also created a brand style guide. It details font use, color palette and universal on-air grid systems to ensure that any new brand elements adhere to established guidelines, network specifications and morning dose’s lively, accessible spark.