WATCHWORDS: Funny, Smart, Quirky, Sexy (in that order)
COMEDIC TONE: the easiest way to get a feel is to watch a few of our sketches
CLIENT-FACING MESSAGE: We can take something as chaotic and organic as comedy and create it in a professional, organized, predictable way. After years of creating comedy shorts, we have a process in place that allows us to make funny videos for small budgets, by a deadline, every time.
AUDIENCE-FACING MESSAGE: We can be counted on to deliver content that is witty, provocative, and self-deprecating-without-losing-status.
MASCOT -- The diamond character (“Diggie”) (See first logo in section above.)
o We’re wiling to take him or leave him in our new logo.
o He WILL remain in the animated tags that show before and after our videos, so some version of him will continue to be a brand element.
o Conceived as a “Digital Pixie.” He’s meant to exist at the crossroads of technology and magic.
o Diggie works like R2D2, Bender’s (Futurama) chest, or Inspector Gadget’s hat: He can produce whatever’s needed from inside himself.
o If he is kept as part of the logo, we’d like to see him get more mischievous, confident, and/or smirky.
o We’re open to a re-draw of Diggie, but the feel should not vary so far that it mismatches our animated video tags.
NICHE -- For a long time we’ve focused on smart, slightly naughty comedy for a broad, mostly adult audience. Our audience skews male. We’re gently embracing a “geek” audience (without becoming all geek-related content) and would welcome better appeal to female viewers.
COLORS – The teal was simply personal choice, rather than conscious design. Color choice should be wide open moving forward, and should work to emphasize brand positioning. The plan is to change the web site to a white background before season 5. Ideally, the design will pop against black or white.
CONCEPTS: digital, comedy, converging media, quickness, wit, future, technology meets magic
FUTURE: Imagery of 20th century television (antennae, knobs, etc.) is to be avoided, unless somehow made to convey digital feel.
SHAKESPEARE: -- The name BrevityTV derived from the Hamlet quote, “Brevity is the soul of wit.” (For a while, we used “The Soul of Wit” as a de facto tagline.) In keeping with this, one idea for a logo element is a candle, per the Macbeth line, “Out, out, brief candle.”