Fox Corporation is the American media company formed in March 2019 after The Walt Disney Company acquired most of 21st Century Fox’s entertainment assets. The remaining broadcast, news and sports properties were spun off as a new publicly traded parent company, Fox Corporation, which retains the FOX brand across its primary domestic brands including FOX News Media, FOX Sports, FOX Entertainment and FOX Television Stations.[1]
Design and History
Fox Corporation does not use a distinct corporate logo separate from the FOX broadcast network mark. Instead, the parent company uses the same FOX wordmark that has identified the network since the 1990s. According to logo documentation, the wordmark used by the network from 1999 onward is the same logo now used by Fox Corporation as its parent-company identifier.[2]
In August 2019, shortly after the corporate split, FOX implemented branding elements created by New York studio Trollbäck+Company.[2] The rebrand, described by FOX as a “brand evolution,” was unveiled during the 71st Emmy Awards to kick off the 2019-20 television season.[3] The work was created in collaboration between Fox Entertainment and Trollbäck+Company.[4]
The visual design process began with a subtle redesign of the classic FOX wordmark, which was retained, followed by an abstraction of the logo into a geometric version with chunky letterforms.[3][4] The studio reduced the updated mark to its core components, broke it apart, and used the pieces as abstract shapes and patterns across the entire rebrand.[3] These “broken letters” formed the basis of a graphic library used for pattern work and creative framing across every platform, from billboards to social posts to large-scale environmental settings.[3]
The new identity was rolled out across the company’s 17 owned-and-operated stations and more than 185 affiliate stations across the country.[3]
Meaning and Symbolism
Trollbäck+Company’s chief creative officer Alex Moulton said the work aimed to position FOX as “an entertainment brand that’s forging culture.”[3] Fox Entertainment’s head of marketing Darren Schillace explained the strategic rationale: “We needed to break down our brand in order to reimagine it. Trollbäck+Company worked with us on a focused and ownable strategy that looked to our past to reimagine our future.”[3]
Trollbäck+Company’s executive creative director Elliott Chaffer added: “The way the industry is today, the middle of the road is the best place to get run over. We needed to bring back and champion the brand’s ability to take big swings and bigger risks.”[4]
Typography and Design
For the FOX Entertainment brand identity, a custom version of the typeface Neue Plak was built, using the “O” from the FOX logo as a custom character for all instances of brand voice.[5] The geometric version of the FOX logo features chunky letterforms, with the “F” becoming notably angular and streamlined.[4]
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