American masters redesign proposal
PBS / AMERICAN MASTERS
American Masters sets the standard for biographic documentary on American television. Predicting continued growth and youthful outreach, we presented the television mainstay with a forward-thinking identity.
An evolution and concentration of American Masters’ current branding, the design keeps the American identity in the forefront–employing a single letterform to emphasize the all-inclusive power of individual achievement. This mark conveys confidence, trust, and originality in a contemporary, yet timeless form.
Conceived as a refinement of embossed copperplate type, the absence of the bottom half the A’s centerline implies a key-lit prominence, while adding dimension and intrigue.
The negative space below the A’s aperture subtlety gestures toward an internal star shape. This shape carries through to the orientation of the combination mark itself, and is a wonderful nod to American Master’s past branding.
Design // Alexander Cardia