A new identity for a production company that has always expected different.
Context
Baby Cow has never been a conventional production company. Founded by Steve Coogan and Henry Normal, the multi-award-winning studio has built its reputation on boundary-pushing comedy and drama, unconventional characters and stories that don't fit neatly into the expected.
But as the business continued to grow its international ambitions, its visual identity needed to better reflect the character and confidence of the work.
The challenge was to evolve Baby Cow into a more distinctive, contemporary brand, one that could carry its reputation beyond the UK and onto a bigger international stage.
Expect different.
Positioning
Baby Cow doesn't follow the expected formula. From comedy to drama, film to television, its work is united by a willingness to challenge conventions and tell stories from unexpected perspectives.
Expect different became the overarching brand proposition, capturing the company's creative philosophy while giving the identity a clear and ownable point of view.
Rather than trying to define exactly what Baby Cow makes, the positioning defines how it thinks.
The new identity plays with the unexpected qualities of the Baby Cow name.
The wordmark plays on the positive and negative of cow print, creating a distinctive marque that feels graphic, contemporary and unmistakably its own.
The System
Typographically, we moved towards a more editorial and cinematic expression, using Placard MT Pro to introduce a sharper, more characterful edge with subtle references to protest and punk culture.
Ticker tape built from the Baby Cow logo creates a contemporary interpretation of cow print, turning the marque into a flexible graphic asset that can takeover spaces and applications.
A brand that looks as different as the work it represents.
Impact
The new identity brings Baby Cow's visual presence closer to its creative reputation.
By building the brand around Expect different, and giving that proposition a distinctive visual expression, Baby Cow now has a more confident platform for its next chapter, one that can travel internationally while retaining the unconventional spirit that has always made the company different.
Expect different isn't just what Baby Cow makes. It's how Baby Cow thinks.
