CNN

Broadening global expectations

Initially, CNN asked us to act as brand guardians to ensure consistency across their International family. However, we worked with them to re-frame the brief; as although CNN is one of the most recognised brands in the world, most people were unaware there was an international channel. Our starting point was to make this major distinction clear first, before addressing some of the more minor brand inconsistencies.

200M+

households

195+

countries

New CNN logo

USA vs the rest of the world

Looking at American news, the contrast was incomparable to the modern simplified design favoured by International news networks. CNNi needed a new brand identity and tone of voice to help audiences quickly understand which channel they were on.

Collection of American News idents VS International News idents

Window on the world

To highlight CNNi’s role as a ‘window on the world’, we developed distinct brand assets for CNNi; including a white window container with an updated glass globe. To reinforce the network’s international credentials, the identity focused in on the globe - spotlighting geographical locations of breaking news.

Europe & Africa, Asia & Australasia and Americas CNN logos

CNN International advert

CNN International Style Guide front cover

CNN International Style Guide inside pages

Other Campaigns

"I have worked with Brand42 ever since they created a new identity for CNN International back in 2005. Their ability to deliver consistently excellent and innovative design, together with their understanding of design's role as a strategic tool, has made them a fundamentally important partner in how CNN expresses itself both externally and internally."

Mark Haviland | CNN International Marketing Director EMEA

Success in numbers