Turner Classic Movies (TCM) had not undergone a brand refresh in quite a few years, and even a classic can benefit from an update from time to time. Our objective was to future-proof TCM by showcasing how the past can inform the present while still honoring our existing fanbase and core mission of celebrating and preserving cinematic history. Our longtime goal has been to present classic films in a vehicle that keeps them relevant for today instead of frozen in time. The 2021 TCM brand refresh brought this to life through a completely reimagined look, tone and feel from top to bottom.

The TCM brand refresh reaches back to leap forward with the positioning of “culture-forward | classic-inspired.” It’s the intersection where classic films become a powerful thread tying the past to the present and future. A new ad campaign and tagline, “Where Then Meets Now,” emphasize the connections TCM makes through programming, social and content targeting cinephiles while broadening the audience to discover classic film. TCM remains dedicated to its mission of celebrating the importance, influence and preservation of classic movies. We continue to do what we do best, but with an eye that connects the dots between the past and the present as we transport our audiences to worlds, times and lives that are different and far from our own.

The TCM logo has a new font and, onscreen, an animated letter “C” that takes on various forms and sizes before resting at a shape that resembles a camera lens or film running through a projector. Each “C” has its own motion behavior, its own unique personality. These behaviors are used to mirror an action, emphasize moments in TCM content and embody the viewer’s own interpretation of the story. One “C” nests in another, representing a multiplicity of “Cs” — context, curation, culture and connections. The redesign features a bold color palette evocative of the advent of Technicolor in film, allowing vibrant tones to project confident, visually exciting motion graphics. Our tagline, “Where Then Meets Now” establishes TCM as the destination and catalyst for reframing the conversations around classic film for today while providing a flexible system where words swap out according to campaigns or initiatives.

The TCM brand refresh sparked conversation among media outlets, existing audiences, and new viewers. We knew this kind of bold change might surprise longtime fans, but our social channels actually experienced an overall lift in engagement and positive sentiment as we unveiled our new look and branding. Our social footprint increased by 31% YOY — an important KPI for us considering TCM is not a Nielsen-rated network. One specific success has been with our TikTok, which was profiled by Business Insider and written up in Adweek’s 10 Best Brands and Organizations Rocking TikTok Marketing. Our focus on “culture-forward | classic-inspired” has set up the non-ad-supported network for the future by reaching untapped audiences and enabling us to establish innovative partnerships and revenue-building initiatives that may not have complemented our prior positioning.