CNET’s new identity

Since launching in 1994, US media brand CNET (an abbreviation of Computer Network) has become a trusted source for reporting and advice on all things related to technology and digital culture.

As tech has evolved over the last two decades to influence almost every aspect our lives, the media company decided to expand its coverage and advice to what matters most in modern life – including money, home, wellness, culture and climate.

Collins’ brief was to turn CNET from a tech review site into an editorial-first brand known for its useful information and expertise, putting it alongside the raft of other news organisations that are placing renewed emphasis on trust, including the New York Times and the Guardian.

The new visual identity swaps the lower case sans serif logo that CNET had used for the past 30 years in favour of a more trim, custom serif wordmark inspired by editorial design from the so-called golden era of journalism.

In marketing CNET’s new approach, the studio leaned into bold surrealism with a series of striking artworks by Kentucky-based illustrator Robert Beatty. It has also introduced a slab serif typeface, Sentinel, and a new brand voice that seeks to make talking about the news more enjoyable.

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