Al Jazeera America | Branding
Creative Direction, Design, Technical Direction, Animation, Lighting / Texturing, Compositing, Rigging
Trollbäck + Company
This is the launch of the new branding for the Al Jazeera America network. The identity is a ribbon made of light, representing information coming from all directions and converging to form the calligraphic logo. The light ribbon motif is also used as a device to motivate the layout and animation. The idea of light as information was extended to adapt to each of the sub-brands and show titles. For example, for Sport, the ribbons followed motion capture data from athletes in action. For Weather, we simulated weather patterns and fronts.