Troika Design Group, a strategic network branding and design agency, has helped spearhead the renaming of Court TV as truTV. The rebranding effort - which includes the tagline "Not Reality. Actuality." - coincides with an expanded programming lineup. Working closely with truTV and Turner Entertainment Network executives, Troika designed truTV's brand identity, including the network's logo, on-air package, daytime package, print collateral, custom image library and audio package. truTV launched Jan. 1.
"Troika created a distinctive look that will help truTV establish itself as a solid brand," said Marc Juris, executive vice president and general manager of truTV. "This project is a critical step as we remake Court TV into an even stronger network under the truTV name."
Court TV wanted to update its brand to reflect the network's emphasis on real-life shows. The network was already home to popular unscripted series like Speeders, Forensic Files and Most Shocking. Many casual viewers, however, still associated the network largely with trial coverage. While Court TV's programming evolved, the network believed a new brand was needed to further communicate the changes.
To help the network find its new on- and off-air voice, Troika Design Group delivered an expansive graphics package that included a new truTV logo and extensive on-air identity components. The on-air package features 10 network IDs, 10 promo packages, truTV franchise logo animations, menus, launch IDs and bug systems, along with a corresponding custom image and HD footage library. In addition, Troika produced an on-air ID package for IN SESSION, the name used for the network's daytime programming block of trial coverage.
Troika also developed print collateral for truTV and IN SESSION.
The on-air design for truTV was based on tightly cropped photos shot by Troika during a multi-day shoot. These hi-res images of ambulances, stop signs, gurneys and other iconic images relate to truTV's programs. The photos are juxtaposed with splashes of saturated primary color, combined with bold typography in simple, clean layouts. Troika based the truTV logo design on the idea that truTV offers definitive programs. The logo features "tru" in a sans-serif, lower-case font, with a circle containing "TV" that acts as a period to emphasize that truTV is absolute and final. In animation, the period slams into place, accompanied by sound design.
"Typical reality programming pretends to be real but, in fact, is highly contrived and manipulated," said Dan Pappalardo, partner and executive creative director at Troika Design Group. "truTV is the real deal. The shows are based on actual events and people, providing drama that only real-life can bring. This led us to develop a concept that compares the real-life shows on truTV against reality TV."