CNET
Faced with today’s partisan publications on one end and clickbait factories on the other, we looked to broadcast journalism giants from the 1950s through 1970s—the decades before the FCC abolished the fairness doctrine requiring outlets to represent differing viewpoints. A time when the news was deeply respected and viewed as a public good.
This led us to create a new wordmark that aims to be trustworthy while also pointing to a fresh way forward. It heralds a new and open editorial experience that allows their stories and advice to have a sense of importance—in any media channel—without crowding each other out.
In marketing their new approach, we also leaned into bold surrealism for its ability to spark people’s imaginations about what they could expect to achieve with CNET’s coverage. It encompasses a new brand voice that seeks to make talking about the news enjoyable—while remaining distinct from their helpful editorial style.
This led us to create a new wordmark that aims to be trustworthy while also pointing to a fresh way forward. It heralds a new and open editorial experience that allows their stories and advice to have a sense of importance—in any media channel—without crowding each other out.
In marketing their new approach, we also leaned into bold surrealism for its ability to spark people’s imaginations about what they could expect to achieve with CNET’s coverage. It encompasses a new brand voice that seeks to make talking about the news enjoyable—while remaining distinct from their helpful editorial style.
