Brand Identity for Corporate Social Responsibility

A unifying brand system to work across web and broadcast properties

As one of the world’s largest media companies, Viacom can have a major impact on our culture, harnessing the collective power of its entertainment brands and their viewers to create positive momentum on issues from human trafficking to HIV/AIDS to voter turnout. Its portfolio of companies including MTV, Comedy Central, BET, CMT Paramount, Showtime and others have produced memorable and effective public service campaigns (think Rock the Vote/Choose or Lose).

Viacom’s corporate social responsibility division, Viacommunity, needed a unifying brand identity and positioning. Hey was hired to express the meaning of Viacommunity through visual design, a new positioning line and an anthem. The logo needed to communicate a sense of “giving voice to issues that matter” and be a unifier of all the great work these brands do.