Principal Voices is a flagship CNN show that profiles some of the worlds greatest
agents of social change. The brief was to completely refresh the programme's
identity - reworking the logo, devising and animating a full on-screen kit, as well
as supplying a set of guidelines for all off-air applications.
The series for 2008 is broken down into themes - Climate Change, Design for
Good and Economics of Energy. The common denominator for all programmes
is ideas generation and concepts for a better world - and our solution was about
'ideas' in their purest form.
Identity
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The main title sequence is based on what is often the starting point of any
idea - the humble pencil. The pencil then undergoes a metamorphosis back
into the form in which it first began; with the tree representing the development
of ideas. At the same time it acts as a symbol of 'climate change', and hints
at issues around deforestation and the changing state of the earth.
Brand Guidelines
The colour palette is warm, natural, optimistic and modern.
