The Biography Channel Teams With Leroy And Clarkson The Biography Channel Rebrand As 'Bio.'


Last Updated: January 18, 2008 5:03 pm GMT
Creative Company Brings New Look To Popular International Cable Channel

(New York City, New York--January 18, 2008) The Biography Channel teamed with New York-based design and production firm, Leroy and Clarkson to produce new domestic and international branding packages, part of the network's repositioning as "Bio."

"The network wanted a fresh, new look with great legs to reflect the start of a new era for Bio," says Leroy and Clarkson principal and creative director Daniel Fries. "We wanted to create something they could fall in love with, something that would shape that new era."

"We asked for an out-of-the-box concept," says Anne Craig, Creative Director AETN International, "a brand design that would travel the world, be fun fresh and extremely flexible and inspire creativity in the people who'd use the package. With one caveat -- it also had to be rigid enough to maintain brand integrity. Leroy and Clarkson not only nailed it from the get-go, they got us excited again about our own product."

At the heart of the rebrand is a bold new logo comprised of the word 'bio' followed by a dot or period. "It's modular, easy to use and distinctive in its simplicity so that it functions well globally," notes Fries, "it's a design package with a very accessible but sophisticated graphic language."

The Clarendon EF letterforms, which make up 'bio.' serve as a toolkit for the rebranding packages. "The logo is the toolkit. Each package utilizes the typography abstractly to create rich and dynamic packages" says Senior Art Director Ryan Moore. "The simplicity of our approach yielded a surprisingly diverse and modular brand package. Each element was derived from the logo therefore inherently tied to the brand, an idea the client found very exciting."

The company also created new color palettes for the network with a bold color set for the international rebrand and white, charcoal and red for the domestic launch. Each program genre package -- crime, celebrity, paranormal, music -- has its own color set. "While color is an important part of the brand, the letterforms are what really identify and drive the brand," notes Fries. "Color can then play a more modular role, possibly expanding to suit future programming.

The company crafted Bio's new look in Adobe After Effects and delivering the final package in a myriad of formats HD, NTSC, PAL, and PAL anamorphic- for the international effort. "We knew we'd have multiple deliverables, which challenged us to create a design that didn't change dramatically from format to format," Fries reports.

About Leroy and Clarkson:
Leroy and Clarkson ( is a broadcast design/live-action production company serving networks, agencies and filmmakers with on-location and studio film and video production, 2D and 3D animation and motion graphics, and full post-production capabilities. Current clients include A&E, Discovery Channel, BBC America, ESPN, VH1 and Hybrid Films. For more information, please contact Susie Shuttleworth at 212-431-9291.

Web Resources:
Click here to view the Leroy + Clarkson Biography Channel Rebrand:

Click here to visit Leroy + Clarkson's website:

Click here for more info on The Biography Channel:

Creative Credits:
Client: The Biography Channel/ AETN International
Project: Network Rebrand

Design/Production: Leroy and Clarkson, New York
Creative Director: Daniel Fries
Executive Producer: Susie Shuttleworth
Senior Art Director: Ryan Moore
Logo Designer/Animator: Jon Smith
Producer: Peter Mannes


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