Common marketing strategy dictates that a campaign of ten spots is better than a single spot repeated ten times or than ten unconnected spots. The argument is obvious: A campaign reinforces the marketing message (more than ten unrelated spots could do), but without getting annoying (like the same spot repeated ten times would do).

Fuel TV’s audience, however, would be turned off by the mere smell of a marketing strategy. For the launch of the station, we wrote and produced ten different station identifiers with ten completely different looks, vibes, narratives and messages. These first ten cover an entire spectrum of techniques, visuals, tones and messages. Techniques range from film and video to 3D animation, from cel and stop-motion animation to slide shows of stills and Quicktime VRs. Some of them are funny and cute, others are just plain beautiful, some are contemplative, others are parodic and referential. Indeed, the main point of this first round was to introduce a spectrum as wide as possible. Since there is no overriding campaign strategy to the series of identifiers, they can be constantly reinvented, changed, evolved or expanded. The concept cannot go out of style.

We also came up with a special version of station identifiers is what we call signature IDs. Inspired by the idea of signature skateboard decks created by or for athletes, these IDs can serve many purposes: To associate the channel with a well-known athlete, to introduce an exciting and appropriate artist to the audience, or to serve as a new and exciting outlet for athletes who express themselves in art or music. The first three of these signature IDs were produced by Brand New School in collaboration with Andy Jenkins (Art Director for the Girl and Chocolate skate labels), Doug Aitken (video artist and director) and Chris Pastras (skateboarder and illustrator), as well as with our star illustrator Saiman Chow. Since we started the series, Fuel TV has commissioned pieces directly from artists or produced them in collaboration with other design studios without changing the strategy.

The only consistent element in all these IDs is the end card, which features a massive Fuel logo as well a line of type that can be used to title or to tag the piece.

Fuel TV is the only 24/7 action sports cable and satellite network in the U.S. Brand New School designed the station’s on-air identity as well as this series of station identifiers.