Collins Modernizes CNET Beyond Tech With Editorial-First Reimagined Brand Identity

May. 24, 2022

In the constant frenzy to publish what’s new and exciting, many outlets have forgotten the purpose of journalism — to share useful information. But CNET is different. Among its competitors, CNET has stayed committed to sifting through the noise in the digital world, elevating what’s important and making it applicable. And in an increasingly noisy space, CNET realized its unique type of service journalism extended beyond tech — so they tapped COLLINS to craft a new brand strategy, story and identity to transform it from a tech-review site to an editorial-first brand people trust for its useful information as much as its expertise.

To craft CNET's new approach, COLLINS combined design elements of the non-partisan “golden age” of the press from the 1950s-1970s with bold surrealism to spark audience’s imaginations about what they can achieve with CNET’s coverage. The new comprehensive identity includes custom illustration styles, engaging motion graphics and new site navigation that highlights the breadth and depth of CNET’s expertise across many categories. The logo heralds a new and open editorial experience that allows its content and stories — in any media channel — to have a sense of importance without crowding each other out.