The Emmys’ New Logo & Branding Unveiled

What’s your creative marketing take on Academy’s branding decision? Here’s ours.

The National Academy of Television Arts & Sciences (NATAS) has a new logo to signify its many chapters across the country, but why is this academy’s logo so unique? An organization’s logo is more than a photo, it is their identity - the first identifier of its brand to the public. This new branding signals the change and growth that the Emmys have been undergoing over the past decade, spanning from the addition of categories to the influx of diversity and inclusion. It represents the history of the Emmys and emphasizes the pending greatness to come.

There are a few symbolic elements of this logo to point out. First, are the logo colors. Color evokes emotion and the main shade that was chosen by the marketing company hired to do the design is called icon orange. It is a dark gold that outlines the iconic Emmy award in a cropped rectangle. It gives off the illusion of a treasure but isn’t so bright that it’s blinding. When animated, the logo leafs through 4 other colors; sports red, news blue, daytime sky, and tech green, like a program for a play. This display is a nod to the palette of talents and people that the academy represents. It expands past the Emmys and encompasses the NATAS as a community across the entertainment industry, ultimately landing on the treasure icon orange at the end.

Another important note is that the new branding includes the full name of the organization rather than minimizing or abbreviating it. A name carries history and strength. Sometimes shortening a company name in a logo or removing it altogether is preferred but in this case, the name holds power! By adjusting the font size and making the name the foundation of the logo as if it is supporting the trophy as it flies overhead deepens the meaning. As we approach a new year of the Academy Awards, they are coming in strong with a fresh logo and symbolic branding.

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