CNET’s new identity

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.

To coincide with its refreshed editorial approach, CNET enlisted the help of New York and San Francicso-based studio Collins, which was tasked with crafting a new brand strategy, brand story and visual identity for the media company.

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.

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