On March 20, 2017 it was announced that Tiki Barber and Brandon Tierney's popular CBS Sports Radio show, "Tiki and Tierney" would be replacing The Doug Gottlieb Show. It would be simulcast daily from 3-6 PM on CBS Sports Network, premiering April 17, 2017. In this very quick turnaround time, this show needed a new logo and brand identity for the premiere.
I worked closely with the on-air art director, producer and design team to develop the logo and brand identity for this show.
After speaking with the producer and art director, we were given the direction of a mid-century modern style, inspired by Swiss design and the Typographic International Style. The network and the hosts wanted the show to have a contemporary, witty and newsy feel.
Going along with this theme, we also spoke with Tiki Barber and Brandon Tierney for their input. What we learned was that Tiki and Tierney served as the yin and yang to each other-while Tiki is geeky and polished in his approach to sports, Tierney has a grit and doesn't take himself too seriously. We wanted to work their personalities into the new brand identity as much as possible. I took their sensibilities into consideration when approaching the logo design.
Below are some of my first explorations in designing the logo:
Narrowing Down Choices
Following the first round of type and logo explorations, we narrowed down our choices to six options.
Following discussions with the art director, producer, and show staff as well as Tiki and Tierney, we landed on a logo that was a mix between the quirky lowercases of the first option above, and the rectangular lockup of the second option. We felt that this logo best illustrated the Swiss design theme we were looking for, along with the yin-yang sensibilities of Tiki and Tierney together. The structure of the logo was polished and nerdy while the type created an quirky and rugged effect.
We also created a secondary horizontal logo for the show to accompany the primary, stacked logo.
To accompany this logo, I designed a set of icons to be used in the show open and on set. I focused on football, basketball, baseball and golf since they are the primary sports discussed on the show.
For the show kickoff, we delivered a set of assets to use on web, email and social.
Working with the logo, we designed the set to have a modern and modular look and feel. We created a tileable pattern and incorporated the use of icons in the wallpaper.
The show premiered on April 12, 2017. Below are some screenshots of the new brand identity in action on social media.
This project was the one of the first major collaborations between the on-air and off-air departments from the ground up. Through this collaboration we were able to create a consistent brand identity from the beginning that spanned on-air, promos, web and social. This created a strong foundation from the start as well as a brand identity to expand as the show matures. This show now has an identity is was consistent throughout all of our cross-promotion efforts. The only hurdles in the road we encountered were the incorporation of the CBS Sports Network logo into the Tiki + Tierney lockup, and the usage of the logo in smaller spaces such as the ticker or L-frame. If I could go back and re-do the project, I would have consider how the show logo looks like closely paired with the CBS Sports Network logo first. Although I wanted to play off the look of the network logo, it proved to be a delicate balance to have the two very rectangular logos together. We were able to remedy the situation by introducing the use of color as well as animation into the logo on air, which balanced the show and CBS Sports Network logos. We also presented the horizontal logo as an alternative, should the stacked logo not fit into certain sizes.