Paramount+ Branding

Let me start by saying what a small part of the team I was on this! But a team I’m so proud to be a part of. I joined the team in November 2020 when the branding was well underway with agency Loyal Kaspar. Coming from Paramount Network, I had to unlearn everything I knew about mountains and scripted fonts - and with a huge launch and media buy coming, I had no choice but to dive in with the rest of the team!

In the world of television and film, there are few brands with as much legacy as Paramount - we borrowed from that heritage for Paramount+, under the tagline ‘Live Sports, Breaking News and a Mountain of Entertainment’.

From theater marquee signs to movie poster displays, the brand was designed to pay homage to the cinematic history of the studio. Vertical use of the wordmark, for example, is inspired by the vertical signage found outside of movie theaters, while the logo itself resolves on a very graphic interpretation of a sound stage. Finding a balance between the heritage of the Paramount brand and a modern streaming platform was one of the challenges of the project, especially for the iconic Paramount mountain logo. The team rebuilt the peak from ground up, simplifying for a streaming platform, where small sizes are the norm. The script and the CTA button make up the base of the mountain – sturdy, yet flexible enough to anchor different kinds of information.

A custom font was created - Peak Sans - extrapolated from the word mark to a whole typeface. Similarly, the various blues by Paramount employed over time have been unified into one vibrant shade. Even the motion language, like the way the typography animates onscreen, is informed by cinema - it pans, dollies and cranes.

Many, many hours of Zoom calls, late nights and mountain puns later - Paramount+, the brand new streaming product from ViacomCBS launched on March 4, and the new brand was born.

Design Agency: Loyal Kaspar

CBS Interactive:

CMO: Domenic Dimeglio

SVP Consumer Marketing: Tammy Henault

SVP & Creative Director: Sarah Labrache

SVP Creative Marketing: Terry Minogue

SVP Head of Design: Matt Hernandez

SVP Project Management: DeRon Fields

SVP Post Production: Damien Demary

Director of Marketing Operations: Andrea Torres

Senior Creative Director: Jedd Scher

Senior Director Design: Michael Sutton-Long

Director of Video Production: Steve Davis