COLLINS Rebrands CNET as Editorial-First Brand Beyond Tech
COLLINS has redesigned CNET's brand identity to transform it from a tech-review site into an editorial-first platform. The new strategy combines design elements from the 1950s-1970s "golden age" of non-partisan press with bold surrealism. The identity includes custom illustration styles, motion graphics, and updated site navigation highlighting CNET's expertise across multiple categories. The logo aims to create an open editorial experience where content can have importance without crowding. CNET recognized its service journalism extended beyond tech, leading to the rebranding.
Key facts
- COLLINS crafted a new brand strategy, story, and identity for CNET
- The rebranding transforms CNET from a tech-review site to an editorial-first brand
- Design elements combine 1950s-1970s golden age press style with surrealism
- New identity includes custom illustration styles and motion graphics
- Updated site navigation highlights breadth of CNET's expertise
- Logo creates an open editorial experience for content across media channels
- CNET realized its service journalism extended beyond tech
- The brand aims to be trusted for useful information and expertise
Entities
Institutions
- COLLINS
- CNET