Current TV came to Wolff Olins in 2010 looking to reassert its reputation and direction within traditional news. The media company’s viewer-generated content platform was beginning to feel competition from digital news platforms and video-sharing sites, so it needed to send a powerful message that would disrupt the traditional category of news. The resulting logo – a black and white flag in motion – now defines the brand as bold and alive. It stands apart in a category full of colourful symbols, expressing a brand with a strong POV. The logo presents Current as relevant and forward thinking.
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