Troika Creates The BET Awards ‘13 Identity


Agency Develops Logo, Multi-Platform Marketing Assets, Awards Package for Cable’s #1 Awards Show

Last Updated: July 10, 2013 6:57 pm GMT
(Hollywood, California--July 10, 2013) BET Networks has tapped brand consultancy & creative agency Troika to develop the identity for their top-rated show, the BET Awards ‘13. The identity was featured throughout BET’s out-of-home, on-air, and digital promotional campaign leading up to the Awards, and culminated with the 13th Annual BET Awards on June 30th.

The highest rated awards show for black viewers over the past 12 years, the network aimed to create a visual experience that depicts the scale and scope of the show, and reinforces the BET Awards as a point of origin for all that’s hot in black culture.

Kendrick Reid, SVP Creative Director at BET, noted, “We are excited to work with Troika to bring the BET Awards ’13 to life. This is one of the biggest shows of the year and we wanted to develop an aesthetic to help illustrate this to our viewers.”

The 2013 BET Awards are rooted in the creative concept - and tagline - “Anything Can Happen,” a visual celebration of the absurd that features transformations and reinventions of familiar objects. Troika developed a logo, multi-platform promotional assets, and awards show package designs that use the shapes and geometry from BET’s logo to unexpectedly morph into digital confetti, glitter particles, and chrome balloons. The identity’s design aesthetic was also used to inform the BET Awards’ set design.

Said Reid Thompson, Creative Director at Troika, “You never know what’s going to happen at the BET Awards, and Troika wanted to create an identity that expresses this. We were aiming for something surreal and fun - Salvador Dali meets Vegas. It was great to work with the whole team at BET to create a campaign concept that informs everything from the show package to print, digital, and out-of-home promotions.”

The 2013 BET Awards identity was developed by a team of over 10 at Troika, including creative directors, designers, animators, producers, and editors. The awards were held for the first time at the Nokia Theater in the LA LIVE complex.

About Troika
Troika is brand consultancy & creative agency specializing in entertainment media. Based in Los Angeles, the agency has worked with top entertainment clients around the world, including ABC, FOX, The CW, Canal+ Group, ESPN, Time Warner Cable, EA Sports, Rogers Communications, and NBC Sports.

Troika is actively engaged in building brands throughout the domestic and international Latin American market – from brand strategy through to design and production. The agency has partnered with clients such as Univision, Telemundo, Turner Latin America, Globosat, Discovery Latin America, Time Warner Cable Deportes, Televisa, TV Azteca, and Mun2.

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About BET Networks
BET Networks, a subsidiary of Viacom Inc. (NASDAQ: VIA, VIA.B), is the nation’s leading provider of quality entertainment, music, news and public affairs television programming for the African-American audience. The primary BET channel reaches more than 90 million households and can be seen in the United States, Canada, the Caribbean, the United Kingdom and sub-Saharan Africa. BET is the dominant African-American consumer brand with a diverse group of business extensions:, a leading Internet destination for Black entertainment, music, culture, and news; CENTRIC, a 24-hour entertainment network targeting the 25- to 54-year-old African-American audience; BET Digital Networks - BET Gospel and BET Hip Hop, attractive alternatives for cutting-edge entertainment tastes; BET Home Entertainment, a collection of BET-branded offerings for the home environment including DVDs and video-on-demand; BET Event Productions, a full-scale event management and production company with festivals and live events spanning the globe; BET Mobile, which provides ringtones, games and video content for wireless devices; and BET International, which operates BET in the United Kingdom and oversees the extension of BET network programming for global distribution.

About BET Awards

The BET AWARDS is one of the most watched award shows on cable television according to the Nielsen Company. The BET AWARDS franchise remains as the #1 program in cable TV history among African-Americans, and it is BET's #1 telecast every year. It recognizes the triumphs and successes of artists, entertainers, and athletes in a variety of categories.


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