Currently, Extra is positioned closely to its competitors The Insider, Access Hollywood and E! News as a tabloid entertainment news program.
These programs all have very similar graphic styles, predictable conservative colour palettes and generic animation executions.
Where Entertainment Tonight differs in this area is that it positions itself as a premium entertainment channel,
with a champagne colour palette and considered animation style that appeal to its audience.
Extra’s main point of difference is its shoot location in Universal Studios - a unique feature which gives the viewers a sense of exclusivity and approachability.
The current look, however, conflicts with this positioning. We aim to capitalise on the Universal Studios aspect and position Extra not as a tabloid paparazzi,
but as a VIP glimpse into the lives of the celebs.
LOOK 01 'LOUD & FRESH'
We began approaching this concept by giving the logo a refreshed look, abandoning the old bounding border that
contains the current logo and replacing it with a minimal, edgier bounding box.
Loud, candid imagery dominate this look, accompanied by bold typography. ‘Loud + Fresh’ gives Extra the opportunity to
diverge from its current audience base, and seek out opportunities securing viewers in a younger demographic.
We feel this look embodies the essence of ‘Proud’, and positions Extra closer towards pop culture,
whilst maintaining a minimal colour palette to ensure its appeal amongst a mature audience.