AMC
Brand Identity
We collaborated with AMC’s in-house creative team to refresh the network’s visual identity system based on a singular unifying principle: Let the content lead.
Working closely with AMC’s leadership to guide the brand update, we developed a new design and animation framework to position the creativity of its iconic shows at the center of the identity.
We pushed the boundaries of AMC’s new strategy with a minimal design system aimed at giving fans a sense of constant immersion. By reducing AMC’s brand colors to a simple black and off-white palette, we were able to leverage the color spectrum of AMC’s content to activate the brand.
Working closely with AMC’s leadership to guide the brand update, we developed a new design and animation framework to position the creativity of its iconic shows at the center of the identity.
We pushed the boundaries of AMC’s new strategy with a minimal design system aimed at giving fans a sense of constant immersion. By reducing AMC’s brand colors to a simple black and off-white palette, we were able to leverage the color spectrum of AMC’s content to activate the brand.
Working closely with AMC’s leadership to guide the brand update, we developed a new design and animation framework to position the creativity of its iconic shows at the center of the identity.
We pushed the boundaries of AMC’s new strategy with a minimal design system aimed at giving fans a sense of constant immersion. By reducing AMC’s brand colors to a simple black and off-white palette, we were able to leverage the color spectrum of AMC’s content to activate the brand.
In motion, AMC’s new system challenges traditional on-air hierarchies and leads with the power and potential of great stories—not flashy on-air graphics.
Every animation we developed builds from the AMC logo, which we updated to a more stream-worthy 16:9 ratio before building it out in motion. The network’s new motion language relies on subtle, content-to-content transitions instead of full-on graphic takeovers. Each new graphic element can be used as a frame, a window, or a sneak peek in a way that never detracts from the emotional, intense, or breathtaking moments of the content itself, giving the brand a more refined, immersive feel overall.
In motion, AMC’s new system challenges traditional on-air hierarchies and leads with the power and potential of great stories—not flashy on-air graphics.
Every animation we developed builds from the AMC logo, which we updated to a more stream-worthy 16:9 ratio before building it out in motion. The network’s new motion language relies on subtle, content-to-content transitions instead of full-on graphic takeovers. Each new graphic element can be used as a frame, a window, or a sneak peek in a way that never detracts from the emotional, intense, or breathtaking moments of the content itself, giving the brand a more refined, immersive feel overall.
In motion, AMC’s new system challenges traditional on-air hierarchies and leads with the power and potential of great stories—not flashy on-air graphics.
Every animation we developed builds from the AMC logo, which we updated to a more stream-worthy 16:9 ratio before building it out in motion. The network’s new motion language relies on subtle, content-to-content transitions instead of full-on graphic takeovers. Each new graphic element can be used as a frame, a window, or a sneak peek in a way that never detracts from the emotional, intense, or breathtaking moments of the content itself, giving the brand a more refined, immersive feel overall.
Credits
Trollbäck+Company
Alex Moulton, Chief Creative Officer, Creative Director
Erica Schrager, Executive Producer
Kevin Anderson, Senior Producer
Sarah A. Cohen, Art Director
Koda Ko, Senior Designer & Animator
Adam Tanner, Animator
Casey Halter, Strategist
Asia Hunt, Strategist
September Raines, Editor
AMC Networks
Mark Williams, SVP Creative Marketing
JC Cancedda, VP Brand Strategy & Creative Director
Jacqui Busséy, VP Creative
Vicky Lemont, Creative Director, Brand and Digital
Ed Benitez, Design Director
Credits
Trollbäck+Company
Alex Moulton, Chief Creative Officer, Creative Director
Erica Schrager, Executive Producer
Kevin Anderson, Senior Producer
Sarah A. Cohen, Art Director
Koda Ko, Senior Designer & Animator
Adam Tanner, Animator
Casey Halter, Strategist
Asia Hunt, Strategist
September Raines, Editor
AMC Networks
Mark Williams, SVP Creative Marketing
JC Cancedda, VP Brand Strategy & Creative Director
Jacqui Busséy, VP Creative
Vicky Lemont, Creative Director, Brand and Digital
Ed Benitez, Design Director
Credits
Trollbäck+Company
Alex Moulton, Chief Creative Officer, Creative Director
Erica Schrager, Executive Producer
Kevin Anderson, Senior Producer
Sarah A. Cohen, Art Director
Koda Ko, Senior Designer & Animator
Adam Tanner, Animator
Casey Halter, Strategist
Asia Hunt, Strategist
September Raines, Editor
AMC Networks
Mark Williams, SVP Creative Marketing
JC Cancedda, VP Brand Strategy & Creative Director
Jacqui Busséy, VP Creative
Vicky Lemont, Creative Director, Brand and Digital
Ed Benitez, Design Director