There is something fishy about this identity.

El desafío fue generar una nueva identidad de marca que representara a la empresa, su personalidad y características, la cual fuera capaz de mutar en diferentes personajes según los diferentes géneros que existen el medio televisivo y del cine (acción, drama, comedia, etc.)

A logo with more than one personality.

El nombre nos llevó a una identidad de marca basada en el “fish” (pez) y empezamos a esbozar varios diseños de logo siguiendo esta línea. Luego de explorar diferentes variaciones, decidimos hacer un logo sencillo y limpio, pero que fuese amigable y juguetón. Según el cliente, la personalidad de Tunerfish es estrafalaria, y eso fue lo que quisimos reflejar, incluso a través de “vestir” al personaje representando los tipos de series que se estaban viendo. La nueva identidad logra representar la necesidad del cliente de crear una marca cercana y amigable, con actitud y sobre todo que mostrara su verdadera personalidad.

This brand has attitude. Plenty of it.

Besides the way it looks, the quirky personality of the brand comes through Tunerfish’s use of language. For example, at the bottom of a web page, the Tunerfish logo will make cameo appearances in a variety of disguises, adding a humorous touch to the brand – such as the version that holds onto a martini glass while introducing himself by adapting a famous line from the 007 movies: “The name is Pond. James Pond”. We also love the way that the website proudly recognizes the Silicon Valley provenance of the brand by saying “Hatched in Mountain View, California”.

We love the Tunerfish app.

The Tunerfish iPhone app extends the brand’s personality and visual style to mobile users. We are particularly fond of the award icons, and one of our favorites is the “Trubie” – which is an award that you receive for checking in while watching the premiere of True Blood.

Some logos are cute. Tunerfish is cuddly.

When we designed the identity for this brand we treated it as a character from a TV show, and we enjoyed exploring the different ways that the identity could be executed on items that ranged from t-shirts to mugs. However, our favorite application was the Tunerfish “plushie”. When our designers started working on this they imagined holding an oversized one while sitting in front of the TV watching one of their favorite shows. There aren’t many logos you’d want to cuddle with, but Tunerfish is definitely one of them.

...and the ADDY winner is....Tunerfish!

We’re happy to report that we’re not the only ones that like the Tunerfish logo. In fact, the Tunerfish identity was awarded a Silver ADDY at the 2011 Bay Area regional competition, making it one of the best designed logos from Silicon Valley. The identity development was driven from our office in San Jose, but became the result of a collaborative effort with our partners in Santiago, Chile – so we’d like to thank them for their contribution to this very successful branding assignment. Muchas gracias, companeros!