I’ve noticed that, by and large, motion graphics students don’t “get” network packaging. Yeah, they love flashy promos all blinged out to catch viewers’ eyeballs amongst a sea of shiny, sparkly movement. But when it comes to celebrating solid network packages, the only fans seem to be the crickets.
Maybe it’s because quality network packaging skews a little more towards graphic design than balls-to-the-wall mograph. Legibility is key. Readers need to actually read and comprehend a slate of shows or a lower-third or a mortise in order for them to be effective. And figurative legibilityâ€”how clearly the network’s identity can be “read” across its programmingâ€”is even more important, regardless of how unsexy it might be.
A solid example of what I’m talking about is this new package from Leroy and Clarkson for The Biography Channel’s revamped image as simply “Bio.” L&C rock all the graphic design angles: negative space, scale, judicious use of grid systems, repetition, vibrant but not excruciating chromatic contrastsâ€”you get the idea.
The package’s clean lines and snappy animation imbue Bio with a friendly but sophisticated personalityâ€”the kind of branding that’s worth big bucks, even if it doesn’t jump right out and demand them.