Trace TV
Logos & TV Network Rebranding
Client: Trace
Creative Direction: Thibaut de Longeville
Motion Graphics: Vincent Dumond, Wanka
Founded as a magazine in the UK in 1996 and established as an urban music channel in France in 2003,Trace has become an international brand and a media group that operates 8 television networks and 2 radio stations while providing various business-to-business and business-to-customer services.
Trace consulted us to create a new corporate identity program and a new branding system for its 8 television networks “Trace Urban,” "Trace Tropical," "Trace Africa," "Trace Sports", “Trace Toca,” “Trace Naija,” “Trace Mziki,” and “Trace Gospel” as well as its radio stations and products & services divisions.
Overall, 360 has redesigned Trace’s complete corporate identity, created distinctive broadcast identities for the group’s 8 television networks, produced over 120 show idents and 60 special autopromo idents, as well as easy-to-use templates for any and all of the media group’s print and digital communication assets.
Logos & Branding
In recent years, Trace had started using alternate versions of its logo, using 3D perspectives and various other stylings. In an effort to reconnect with its history and to solidify the connection between all of the group’s media outlets, 360 Creative advised Trace to revert to its original brand logo for the media group and to create a set of a logos spawning from the same root for its television networks.
As a result, while the Trace brand logo has returned to its original design and orange color code, Trace’s networks and services are now identified by a new color cartridge system that not only differentiates the television networks, but also the various services and products operated by the group.
Each network’s theme is now integrated in each brand logo: “Urban” for the Hip-Hop and R&B music network, "Tropical” for the tropical music network, “Africa” for the African music network, “Sports” for the network dedicated to sports personalities.
Color Sets
While the trademark color of the Trace brand is orange, the eight television networks are now identified by distinctive color sets: orange & purple for Trace Urban, yellow & green for Trace Tropical, green & yellow for Trace Africa, cyan blue & black for Trace Sports, red and yellow for Trace Toca, blue and pink for Trace Naija, red and green for Trace Mziki and finally purple and gold for Trace Gospel.
Each network’s tagline is displayed underneath each brand cartridge, clarifying each network’s specific theme and editorial direction.
Flow Chart
The branding system we have created has been applied to all of Trace’s networks, products and services, creating a distinctive and coherent family of logos that define the group’s new flow chart. The logo designs and the corporate identity program we have created for Trace Media has significantly contributed to strengthen the group’s image, unity and brand value.
Typography & Grid
Every entity within the group now uses the Klavika typeface for all its communication purposes. The font conveys strength and coherence in all brand communications and also allows to create modern, dynamic and elegant typography displays. We created a specific version of the typeface, Trace Klavika.
Broadcast Identity & Network Branding System
From music video credits to interviewee bottom thirds, by way of “coming next” features and on-air show promotions, all broadcast design elements use the group's typography and branding system by employing the specific color schemes created for each network: orange & purple for Trace Urban, yellow & green for Trace Tropical, green & yellow for Trace Africa and cyan & black for Trace Sports, red and yellow for Trace Toca, blue and pink for Trace Naija, red and green for Trace Mziki and finally purple and gold for Trace Gospel.
Show Idents
360 has produced over 80 unique, elegant and timeless black and white films to use as a prime material to create show idents. Each film uses an iconic object to embody the show’s core concept, or employ characters to tell a story relevant to the programming slot.
The black and white footage is punched up by color cartridges and bold typography features, that identify each show or its programming slot.
In practice, the use of color cartridges on black and white footage also allows us to create idents for any one of the networks merely by changing the color schemes used on titles.
Ad break Idents & On-Air Network Promos
Each on-air promo and ad break ident stands as a visual and musical interpretation of each network’s signature baseline: “We Love Hip-Hop and R&B,” “We Love Tropical Music,” “We Love African Music,” “We Love Champions" and others.
We produced specific idents and promos for each network using both stylized set designs, and exclusive performances by such talents as beatbox artist Rahzel, and South African supermodel Joelle Kayembe as well as various musicians, models and dancers.
Trace 10th Anniversary Book
Trace also consulted 360 to provide art direction and design on a coffee table book celebrating the 10th anniversary of its “hip-hop and R&B”-themed television network.
Trace Urban Music Awards – TV Show Ident
We created the logo, show ident and all the motion graphics assets for Trace’s “Urban Music Awards” television program, the first award show celebrating French hip-hop and R&B artists.
Print Communication
Trace’s new Corporate Idenity Program does not only include the stationary, press releases, newsletters, B2B presentations, and digital communication tools, but also encompasses any and all print communication assets created for the networks, which consists of print ads, digital banners, OOH advertisement, T-shirts and more.
For every asset, we created the easy-to-use templates that allow Trace’s 50+ employees and contributors to communicate every day in a coherent and distinctive fashion to businesses and customers worldwide.
Branding Guidelines
360 Creative produced a 400 page guidelines book destined to all Trace contributors and partners operating in its 140 international markets.
This publication detailed the specifics of each branding and communication asset created for Trace group, its TV networks and its various other outlets.
For every asset, we created the easy-to-use templates that allow Trace’s 50+ employees and contributors to communicate every day in a coherent and distinctive fashion to businesses and customers worldwide.
The guidelines enabled Trace contributors and partners to create synergy across the group’s print, TV & digital communications, thus reinforcing the identity and recognition of the Trace brand across the globe.
“360 has created a sophisticated visual language for our networks and our brand that has helped us cement Trace's position as the #1 music network within the youth demographic in France, South Africa and several other countries. 360 Creative’s design studio has also created a smart and easy-to-use branding system that has enabled us to launch successfully and seamlessly 4 new networks over a 4 year period. In our surveys, 80% of Trace viewers indicate that they favor Trace over its competitors because of its original idents, its stylish visual identity, and its distinct broadcast design language.”
