In a creative move that represents BET’s commitment to advancing culture and creating value for the Black community, the brand recently unveiled a continuation of the network’s first major evolution of this logo and brand in its entire history. The string of visual redesigns for BET Networks, as well as a variety of BET verticals, such as BET Her, BET Jams, BET Soul, BET Experience, and BET+, all live within the BET ecosystem.
As the global gateway to Black Identity and the Black experience, BET challenged agency Sibling Rivalry to re-envision the brand as one that is fully unique and represents the fullness of the Black experience.
Building on the identity they created for the BET master brand, Sibling’s remit was to reflect that BET has always served a deeper purpose of super-serving the Black community and being the unified voice of the community. When it came to reimagining the brand, BET looked to Sibling to help the network make meaningful connections with its wide community of viewers. The brand’s new identity would work to support and create relationships through engaging and purpose-driven content rooted in BET’s values. The goal for this project was to create a holistic BET ecosystem, moving from a house of brands to a master branded house, with clear brand architecture and logo system that directly transfers equity to the entire branded house.
However, each brand also needed to be able to live and breathe through their own personalities. Ultimately, the highly-flexible redesigned BET logo and system enabled Sibling to create individual logos for each channel that feels connected to the BET master brand, while also possessing its own distinct voice. This adaptability allows for new properties to be added or temporary promotions to become seamlessly embedded within the brand architecture.
The Black Canvas Concept:
“As the destination for all forms of Black creative expression, the concept of Black Canvas became the heart of the new identity,” Joe Wright, co-founder and chief creative officer of Sibling Rivalry says. “A magnetic force that brings Black creators together. It could ultimately take on any shape or form, designed as a device to showcase all forms of expression.”
Each brand was given a set of traits that speak to their specific identities. For example, BET Her evokes femininity, empowerment, and sophistication; while BET Jams is raw, sonic, and loud; BET Soul is more expressive and heartfelt. These traits allowed Sibling to create a singular look for each brand, while still keeping them connected to the larger BET master brand.
Additionally and as part of the Black Canvas concept, the identity went beyond media and extended into a campaign where BET and Sibling Rivalry curated and partnered with a group of artists nationwide to bring their individual forms of expression to the streets through bespoke murals. From Houston to Baltimore to Atlanta and more, the Black Canvas as a tangible extension of the brand.
“The new visual identity was a revolution, an opportunity to modernize, but more importantly, help the brand feel relevant and contemporary well into the future,” Joe adds. “Our work was both a branding exercise and a cultural statement, staying true to its mission of advancing Black love, joy, power, and pride.”