COLLINS modernizes CNET beyond tech with editorial-first reimagined brand identity

In the constant frenzy to publish whats 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 whats 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 CNETs new approach, COLLINS combined design elements of the non-partisan golden age of the press from the 1950s-1970s with bold surrealism to spark audiences imaginations about what they can achieve with CNETs coverage. The new comprehensive identity includes custom illustration styles, engaging motion graphics and new site navigation that highlights the breadth and depth of CNETs 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.

For more information and to see the full case study check out COLLINS website