While working with Sony Studios, I was tasked with expanding the pre-existing Crackle identity to “Crackle Plus” in order to symbolize the joint venture between Sony Pictures Television and Chicken Soup for the Soul Entertainment.
The addition had to remain clean and iconic, yet provide some contrast to the Crackle logotype already representing the entertainment brand.
I cast a wide net, not only examining a variety of typefaces, but how the additional text could appear in a lockup and help make the mark distinctive.