E! Entertainment has taken on a new brand identity, rolling out a refreshed look and programming to match its on-air personality and goal of attracting a younger audience.
The new look, which launched this spring, reflects a lighter, more playful side to the network, said Ann Epstein-Cohen, VP-creative director, on-air design, E! Networks. The network touts an updated logo and overall appearance with fresh, bold colors.
“We wanted to inject the audience with a more irreverent voice and tone to the network,” Epstein-Cohen said. “[E! Entertainment] is less about the red carpet and being the authority on things and more about just having fun.”
And with the new look, E! Entertainment added a slate of original programming, (think celebrity reality series). This month, the network debuted four new shows, including The Girls Next Door, a show that takes viewers behind to Hugh Hefner’s mansion through the eyes of women who live and party with the playboy, and Party @ The Palms, a Jenny McCarthy-hosted series that brings viewers inside one of Las Vegas’s hippest resorts.
The new programming is designed to keep E! viewers engaged with the brand and drive eyeballs to the channel, Epstein-Cohen said.
Troika Design Group, Hollywood, CA handled.
“We wanted to bring a fun, fresh attitude to the brand,” Reid Thompson, creative director for Troika Design Group, said. “The E! logo is so recognizable. We really tried to bring life back to the logo itself.”
TV spots and Internet materials support E! Entertainment’s new look.
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