Comedy Central Rebrand

As part of Comedy Central’s brand refresh and inspired by the new Comedy Central logo, we created Comedy Sans, a custom typeface built to support funny across all platforms. Comedy Sans contributes to a flexible set of tools made to amplify the brand, prioritizing clarity over clutter and effectively framing Comedy Central’s constant stream of creative. No matter the content, no matter the platform, Comedy Sans is there to represent the voice of this relevant and hilarious brand.

Comedy Central’s last brand refresh was in 2011. Since then a lot has changed. In today’s multi-platform landscape, if something smells promotional, you’ll swipe right past it. In this climate, how do we deepen brand equity, attribution and inspire creative expression across all platforms? Our mantra: Claim content without getting in the way.

The Integrated Branding System adapts to the needs of various platforms, working to connect the Comedy Central brand to its creative content, but always in a simple and direct way. Our goal was to communicate information to the viewer in a way that would maximize time spent on punchlines, not endcards. Ultimately we aimed to NOT MAKE PROMOS, or more precisely to redefine them as FUNNY CONTENT in and of themselves. 

To support this system, we refined the Comedy Central logo, built a custom typeface and committed to a hero color for the brand. Our strategy was supported by the creation of a custom typeface for Comedy Central that could be used everywhere, replacing Brandon Grotesque, a typeface used by many other brands. Its condensed design allows it to be bold even when placed in tight spaces, supporting a streamlined navigational system.


Production Company: Loyalkaspar
Chief Creative Officer: Beat Baudenbacher
Executive Creative Director: Daniel Dörnemann
Executive Producer: Scott Lakso
Producer: Shawn Kelley
Creative Directors: Angelina Battista, Anna Minkkinen
Art Director: Nadia Husain
Design: Nadia Husain, Amy Wallace
Animators: Tanner Scarr, Amy Wallace, Crosby Ignasher

Typography Design Firm: Font Bureau
Design Director: Mike Taylor-Mozer
Type Designers: Victoria Rushton, Desmond Wong

Client: Comedy Central