Trollbäck and Company was approached to redesign the on-air network identity for TV Land in an effort to attract the younger range of the demographic (ages 25–54). TV Land asked Trollbäck to tap into the optimism that the 1960s held for the future, particularly as portrayed in the New York 1964 World’s Fair. The design solution recalls the essence of this optimism by using colors, designs and graphic shapes that echoes the period. But even more importantly, it gives TV Land an intelligent design that respects the creative integrity of the era. The spirit of progress is manifested in a positive color palette and in organic graphic shapes and designs that echoes the past while clearly communicating the look of today. Computer graphics enhance the excitement by rendering in a unique “flat” way Saarinen’s architecture, Eames’ and Noguchi’s furniture, Alvin Lustig’s graphics and Calder’s sculptures.