Arby's Wears New Cowboy Hat

A new Optimum logo by Brian Collins has been unveiled by Cablevision. It’s the company’s first branding campaign in nearly 10 years. The logo, which will be used across all Optimum consumer-facing properties, is part of an overall redesign of the brand. It is intended to reflect a cleaner and more simplified approach to design, unencumbered by extraneous elements. COLLINS:, the New York based design firm, worked closely with the client’s internal marketing and product groups. “Simplicity gets rid of the complicated and replaces it with clarity. We’ve worked with Optimum to deliver just that in their new design program… This industry loves making things bigger and more complicated and more difficult to figure out. It takes a remarkable commitment – and focus – to move in the exact opposite direction and make things super easier and more meaningful for people…” The overall branding agency is Mother NY, which has created a new series of tv spots. “We’re excited to help more people appreciate Optimum’s potency and for them to connect to the brand,” said Andrew Deitchman, Partner at Mother NY. “The last thing that people want to think about is their TV, phone and Internet. They just want them all to work. So our first campaign is about making Optimum’s services as simple, seamless, and straightforward as they can be.”