Emily Oberman: The new identity for "The Tonight Show Starring Jimmy Fallon"

Jimmy Fallon이라면 오래 전에 SNL(미국)에 출연하던 걸 본 기억이 나는데 어느새 투나잇쇼 호스트가 됐구나!

(우리나라에도 언제부턴가 SNL이 국산화되어 방송되던데, 난 그거 못 보겠음 ㅋㅋㅋ

영어로, 생방으로, TV에서 'Live from New York, it's Saturday night!' 하던 걸

울나라에서도 그거 비슷하게 하는지도 모르겠고,

왠지 울나라 버전은 미국 오리지널의 그 엽기스러운 유머가 안 어울릴 거 같기도 하고 ㅋㅋㅋ

쳐다 보면서 보기 불편하고, 어색하고 그럴 거 같음 ㅋㅋㅋ

이런 여러가지 잡다한 심정으로 국산 SNL은 못 보겠더라 ㅋㅋㅋ)

Emily Oberman은 몇 년 전에 Pentagram으로 옮겼다. Bonny는 조기 은퇴했나...?
내가 Number 17에서 인턴하던 당시가 바로 JANE 매거진 새로 생길 때였다. 
그래서 Emily와 Bonny가 JANE 매거진 로고타입 만드는 과정도 지켜봤고, 
스티커 'Hello My Name Is' 캠페인 작업도 지켜봤고... 그랬던 기억이 난다.
그 매거진은 지금도 있나...??

Anywho...
Oberman 여사의 디자인, 시원시원하니 보기 좋다.

New Work: ‘The Tonight Show Starring Jimmy Fallon’

The new identity for "The Tonight Show Starring Jimmy Fallon." 
The logo is set behind 30 Rock, where the show is taped.
This week Jimmy Fallon takes over hosting duties for “The Tonight Show,” the long-running NBC late-night talk show that celebrates its 60th anniversary this year. Pentagram’s Emily Oberman and team have designed the new identity for the series, updating the classic “Tonight Show” crescent moon with a full moon that signals Jimmy’s fresh take on the program, which has moved back to New York after more than 40 years in Los Angeles.

The crescent moon has been part of the “The Tonight Show” logo for much of the program’s history, starting with Johnny Carson’s three-decade tenure (1962-1992), into the Jay Leno years (1992-2009, 2010-2014), and even the brief Conan O’Brien interlude (2009-2010). With Jimmy’s arrival, we thought it was time to really bring the moon front and center. And so, the moon becomes the holding shape for the entire logo, creating a circular emblem that can be used as a photograph or a flat graphic.

The flat graphic version of the new logo, and the full moon version.

The Tonight Show has featured a moon its logo from the Johnny Carson era 

through the Jay Leno and Conan O'Brien

Oberman was thrilled at the opportunity to work with Fallon and his team again, having previously created the logo for “Late Night with Jimmy Fallon.” Knowing that the logo would play a major role in promotion ahead of the show’s debut, Jimmy was very involved in its development. The new identity has already appeared in everything from posters, print advertisements and the official “Tonight Show” app to a chalkboard countdown created by Jimmy’s interns, a Lego version presented to Jimmy by Chris Pratt, and a sign posted on the door of show’s home Studio 6B at 30 Rock, seen in the final moments of Jimmy’s last episode of “Late Night.”

As part of the research to develop the new identity, Oberman and her team looked at the history of late night television, and how “The Tonight Show” has continued to dominate the field even as the TV universe has exploded with many different networks and late-night viewing options. They documented this in an infographic that plotted the various programs along a timeline, with the various “Tonight Shows” represented as giant circles with everything else in their orbit. (The shapes may have influenced the final idea for the new identity.) years.

Infographic timeline of the history of late-night television programming, from the original 1954 Tonight Show to the many current viewing options.

Timeline detail. The shapes may have influenced our idea for the identity. 

Fallon and his producers wanted an identity that was fun and contemporary but still had a sense of elegance that conveyed the show’s long history as the gold standard of late night television. Previously the crescent moon appeared as a secondary element that acted as a kind of decorative accent. Placing the new logotype inside the full moon created a simple circular shape that can be used in countless ways. The logotype is set in Sharp Sans, with Jimmy’s name set in the same size as the show’s title. It introduces the show every evening in the opening title sequence directed by Spike Lee.

The moon in the night sky over Manhattan.

The photographic and flat graphic versions of the logo work equally well.

Promotional poster at Rockefeller Center produced by NBC.

The logo lends itself well to applications and merchandise: moon-over-the-city images, coasters, glow-in-the-dark t-shirts, and of course a mug, which is used by Jimmy and his guests every night on the show. It’s been a pleasure working with Jimmy Fallon and his team over all these years, and we hope he and his logo light up late night television for years to come.

The logo appears on the mugs used by Jimmy and his guests.

Glow-in-the-dark t-shirt.

The moon inside an umbrella.

디자인을 할 때 요런 일관성(consistency)이 참 중요한 것 같다. Identity design의 경우는 특히 그렇다.

Identity라는 디자인 특성상 여기저기 갖다 붙여도, 크기를 키워도 줄여도, 어떻게 해도 보기 좋게 어울려야 한다.

이렇게 일관성 있는 디자인을 보고 있으면 흐뭇해짐ㅎㅎㅎㅎ 물론 보기에도 좋고 ㅎㅎㅎ