Submitted by Robert on Tue, 11/24/2009 - 01:28.

We are proud to present to you our rebrand / refresh of the
Soul Train Awards! We'd like to share some of our process in executing what has turned out to be our favorite project of the year!
Thunderdog was recently hired to completely re-design The Soul Train brand for the upcoming 2009 Soul Train Awards show airing on Viacom's new Television network Centric this Sunday, November 29 at 9:00 PM ET/PT. This was a huge honor considering the history of the the Soul Train show. The show is a huge part of American culture and re-designing it comes with a lot of weight and high expectations. Never shy of a challenge though, we jumped right in.
Luckily, VH1 (who art directed the project) gave us a lot of freedom in creating the new logo, new train and over all look and feel of the project. The scope of the project was expansive and included: New text logo, new train, lock-ups of train and logo, ad layouts for print and outdoor campaigns, art direction and keyframes for the 20 second animated open (animated by Interspectacular), subway campaigns and design of the award statue itself.
Below, you'll see the art that was used for the campaign and some of the behind the scenes work in progress that lead up to the final vision. Enjoy!
These are the two final lock-ups that were chosen. We tried to keep as much of the original funk in the text design as possible while making it sharp and modern. The font and rendering treatment was created by Tristan Eaton.


These are a few versions of the logo from the first round of development. All fonts in the main logos are custom made.

As we moved on to lockups with the logo, train and smoke, we realized how important the role of the smoke would be in the entire campaign. The treatment and character of the smoke would become a main feature and compositional element in all ads and animations.

We ultimately went with a black background across the board, setting the scene in space with more primary colors in the smoke. The drop shadow effect on the smoke helped to invoke a slight retro throwback.

Now at full throttle in the campaign, all the below comps were created for the Brooklyn Atlantic Avenue Terminal MTA take over. At this point, all art created for outdoor advertising was turned over to Interspectacular to simultaneously begin the animation process.




