FOX rebrand features a chunky new abstract logo

FOX Broadcasting has taken some big risks in its time. Some of the ones that have paid off are groundbreaking shows like The Simpsons, The X-Files and American Idol. After 20th Century Fox was acquired by Disney, FOX Broadcasting became independent and changed its name to FOX Entertainment. Now, to take its next big gamble, FOX Entertainment has rebranded with an abstract logo reflecting the changing landscape of the entertainment industry.

Fox rebranding

The risky new rebrand by New York studio Trollbäck+Company overhauled Fox Entertainment’s visual identity. But is its new geometric look enough to set it apart from streaming competitors?

Trollbäck+Company’s executive creative director Elliott Chaffer defended the new logo: “The way the industry is today, the middle of the road is the best place to get run over. We needed to bring back and champion the brand’s ability to take big swings and bigger risks.”

According to Trollbäck+Company, the new brand identity — which was introduced at the 71st Emmy Awards — was designed for animations. The original FOX logo was slightly refreshed, distilled to its core shapes and elements, and then “broken” into fragments. These fragments will then be used across the company’s branding in infinite ways ranging from patterns to framing. FOX will also play around with both the fragmented pieces and negative space to create new displays for all of its platforms and touchpoints.

Abstract logo appears chunky in 3D
Abstract logo used in patterns and effects

The abstract logo serves to demonstrate the potential of evolution in the morphing entertainment industry and will take over FOX’s 17 owned-and-operated channels, as well as its 185 affiliate stations, in the US. However, just how risky the design is is debatable. There’s definitely something satisfying about the hefty new letterforms, particularly when they’re seen in 3D and used as part of background patterns. That said, the F seems lost in the geometric version — which has the unfortunate effect of making the logo read as “Vox”.