Responses by Meghan Stewart, design lead and Devin Bambrick, strategy lead, Matchstic
Background: After decades of shifting network affiliations, news formats and graphics packages, 10 News had found itself in the middle of Tampa Bay’s local pack, lacking a distinctive position or much viewer loyalty. Renamed as 10 Tampa Bay, we helped the station develop a radically fresh visual identity and a contemporary approach to storytelling more suited to an increasingly digital landscape. With local news broadcasts losing market share, we focused on reaching Tampa’s newest residents, offering them an opportunity to truly understand the contexts of their new home.
Reasoning: In a market awash in red and blue, our design team introduced a refreshing teal and an elegant geometric mark with confident, radiating linework that nods to the layers of a well-told story. The distinctive shape, with its precise intersections, also served as an ideal supergraphic across some imaginative applications.
Challenges: Finding fresh visual terrain in a crowded landscape and developing a flexible brand that could house different types of programming while working in harmony with broadcasting company TEGNA’s templates and guidelines.
Favorite details: The brand’s ability to distinguish itself even without its primary mark. The brand is also filled with small touches: the 10 logo contains ten total strokes, and the tagline “See Beyond the Surface” phonetically contains the syllables of 10 Tampa Bay’s affiliate, CBS.
Specific demands: Creating a broadcast brand requires striking a balance between unwavering confidence and contextual flexibility. With an integrated approach to supporting its stations, TEGNA stations have well-defined needs and architecture for its brands. Our solution would need to fit within those established containers and constraints. But we weren’t just solving for broadcast contexts, either. 10 Tampa Bay also boasts a robust digital presence, which demanded digital-first, motion-friendly assets that read well on the small screen.
Anything new: We conducted a wide-ranging investigation of the use of color throughout American broadcast history, which illuminated just how dominant red and blue have been. It was fascinating to see how many stations have struggled to differentiate themselves using such a limited palette.