Food Network decided to refresh their brand. The last time they changed their look was 1997. Remember what was hot 16 years ago? I had just graduated high school. Mike Tyson bit Evander Holyfield’s ear off. Everyone’s favorite movie was Titanic. When you turned on the radio you probably heard No Doubt, Puff Daddy or Hanson back to back to back. Oh, and Steve Jobs returned to Apple.
And it’s Apple that had the most effect on the logo change! The technology company, not the food. This is a “three screen” logo. This is a logo that looks great on television, but can be your app button on your smart phone and iPad. Television viewers are watching television, playing with their phones and accessing Wi-Fi at the all at same time. All of a sudden Food Network has made the user experience as seamless as they can. Now accessing a recipe viewed on television through an iPad app is as easy as tapping that app logo that looks exactly like what’s on the corner of the television screen. It’s slick, it’s clickable and app-ish. They’ve created a brand connection between screens.
This is a great move by Food Network. They understand that people are on their devices and want to learn more. It’s also something more brands need to be thinking about as they decide to compete not only on television, but also in an online or app presence. Does your brand or logo translate from one screen to the next?
