Black Entertainment Television (BET) is an American cable network targeting Black American audiences, launched in 1980 by entrepreneur Robert Johnson.[1] The network’s visual identity has centered on a star motif since its founding, with the most recent major redesign unveiled in 2021.
Design and History
The first BET logo was designed by Cheryl D. Miller in 1980 and remained in use for more than eight years.[2] Miller, who later founded one of the first Black women-owned design firms in New York City, created the first on-air logo prototype for BET as part of her early career in broadcast design.[3][4]
In 2005, BET rolled out a new logo and on-screen graphics as part of its 25th anniversary celebrations. The network stated that its signature star logo had been refined to give it a more pronounced, contemporary look, with the star shifted from the left to the right of the BET lettering.[1] This version remained in use, in various forms, until 2021.[5]
BET unveiled its current logo in June 2021, ahead of the BET Awards, marking what the network called a “pivotal shift for our brand and a commemoration of our 40-year legacy of Black excellence.”[5] The new mark forms a square, with “B” and “E” on the top line and “T” and the network’s signature star underneath.[5] The star can also transform into a plus sign or another signifier depending on whether the focus is on the linear BET network or its digital, streaming and experiential arms.[5]
The 2021 redesign was created by New York-based agency Sibling Rivalry, which also developed individual logos for BET verticals including BET Her, BET Jams, BET Soul, BET Experience and BET+.[6] The work represented the network’s first major brand evolution in its 42-year history.[7]
Meaning and Symbolism
The star has been part of the BET identity from the beginning. Kimberly Paige, BET’s executive vice president and chief brand officer, described the element as “Black Star Power,” noting it remains a key component of the new branding.[5]
The concept behind the 2021 redesign was dubbed “Black Canvas.” According to Paige, the square logo lock-up serves as a visual metaphor for a blank, Black canvas where Black creators, Black talent and the BET audience come together.[5] Joe Wright, co-founder and chief creative officer of Sibling Rivalry, described Black Canvas as “a magnetic force that brings Black creators together,” designed as a device to showcase all forms of expression.[6]
Before the 2021 redesign, BET conducted rigorous testing among consumers and focus groups, finding that the logo elements were recognized by viewers even when rearranged. This research informed the decision to stack the “B” and “E” over the star, a move BET leaders described as “liberating” the logo rather than breaking it.[5]
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