BET Awards Rebrand

We were asked by BET to help lead the creative development of the look, tone, and creative positioning for the 2021 BET Awards.

While at the same time help develop the new brand refresh that would launch the night of the BET Awards. Additionally we were asked to direct many of the promos leading up to the award show.

Our goal was to help introduce to new brand look for BET Network with the rebrand of the BET Awards. This visual centered around the newly developed "square" logo. With it our aim was to position BET as the destination for all forms of Black creative expression. It all happens here. Black creators. Black visionaries. Black talent. They all come together in this one place. A blank, Black canvas, where anything can happen.

The square logo lock up serves as a visual metaphor for this canvas. The epicenter of Black Culture. The square is not rigid, but fluid. Stretching and growing and flexing to showcase all forms of expression.

The design system is vast and open-ended, making room for multiple visual styles and motifs that can grow and evolve with the brand, dialing it up or down, as the moment demands.