In 1991, E! was a self-effacing ingénue trying to get a break in Hollywood. By 2002, it was part of Hollywood’s pop culture and it needed to be rebranded to reflect that change.

These network identities are part of that rebranding. The mission was to connect E! to the genre of entertainment and to celebrate fame and celebrity from an insider’s perspective.

Light is the signature vehicle that drives the identity and highlights the E! logo. The palette now reflects the genre of entertainment: the red carpet, the black-tie gala events of Hollywood and the white flash of the paparazzi.