WASHINGTON – "Bold … Black … Beautiful … Confident" are just a few of the touchstone phrases motivating an all-new look and image campaign being unveiled by BET this week.
“It’s the most extensive graphic and attitudinal makeover ever by the network,” says the press release, and its timing coincides with the premiere of 25 Strong: The BET Silver Anniversary Special on Tuesday, November 1 at 9 p.m. ET/PT.
The campaign launches with new television advertising on BET and other networks, along with print and on-line creative with leading trade magazines, web sites and African-American publications.
"We’re doing more than just refreshing the visual look and feel of BET," said Kelli Lawson, BET executive vice-president for corporate marketing. "BET will tap directly into the deepest emotional vein of our viewers, touching those elements that connect with all of their senses.
“BET’s new look is a complete overhaul of our on-air creative, with brand new network identification, show promotion, design, music, typography and color palette. As we celebrate our 25th Anniversary, it’s the perfect time to celebrate the richness of Black culture with this new BET look."
The galvanizing anthem "It’s My Thing" remains the network’s signature tagline, but is now spread across connective tentacles of culture, style, voice, network, choice and the world as seen through the individual and collective eyes of BET viewers, says the release.
BET’s core demographic of African Americans 18-34 remain the primary target of the more motivating and invigorating messages.
Every genre of BET programming will be showcased with fresh new promos, graphics, animations, lineups, lower thirds, squeezes and other on-air components. A series of 30-second television ads wield a blend of youthful, strong and powerful dance movements, with close-ups and wide shots cascading across a free-form composition of powerful African-style drum rhythms.
"After 25 years in the game, BET continues to connect directly to the passions of our audience," said Ola Kudu, BET vice-president of creative services and creator of the look of the network’s graphic rebirth. "What we’ve now created is an unapologetic visual presentation of the attitude, strength and energy of today’s African-American lifestyle. We’ve built a world which embraces and celebrates our rich cultural history while reflecting the excitement of our promising future."
Simultaneous with the network’s redesign is an entirely new look for the BET Interactive division’s flagship Internet offering BET.com, the nation’s leading on-line portal for African Americans. BET.com attracts millions of unique visitors monthly, and now showcases expanded access points and menu additions across a range of new subject areas.
The redesigned home page heavily emphasizes multimedia and broadband offerings, as well as the site’s original content.
