National Academy of Television Arts & Sciences Launches New Emmy Logo/Rebranding

XK9, Frontify, and MOO help drive the iconic brand into the digital age

NEW YORK — The National Academy of Television Arts
& Sciences (NATAS) today announced a new official branding and
identity package across the entire organization including its 19 regional
chapters across the country. Featuring at its focal point the silhouette of
the coveted Emmy® Award statue, the new design adopts a simpler,
more contemporary approach to reflecting the 64-year-old professional
organization’s core mission of recognizing excellence in the television

“The Emmy Awards are stronger than ever, with new distribution
platforms driving record-breaking entry levels in each of our
competitions,” said Adam Sharp, NATAS President & CEO. “The new
NATAS branding captures the long history of the iconic Emmy Award,
now right at home in the digital age. It is a polished yet approachable
design that evokes key themes of excellence, community, and

“This was a challenging project; it was an honor to be a part of it,” said
Bill Dawson, the lead designer on the project and founder of Los
Angeles-based brand agency XK9. “National Academy of Television Arts
& Sciences is a mouthful of a brand name. The design needed to
balance this descriptive name with the Academy’s iconic symbol.

“The Emmy is a potent, timeless avatar for this vital organization. Our
goal was to present the Emmy—to amplify her beauty and energetic
form. Here, the figure breaks from confinement and pushes beyond
perceived limits. That’s an apt metaphor for the work of the Academy
and the excellence it celebrates.”

Dawson’s previous work includes logos and motion graphics for
Millennium Films, EA Games, Google, and Universal Animation Studios.
Elements of the new design were previewed backstage at the 40th
Annual News & Documentary Emmy Awards and will be introduced fully
over the coming months. The identity package will be implemented
across each of NATAS’ competitions, programs, and properties, as well as
the academy’s 19 regional chapters. It provides significantly greater
flexibility over past iterations and includes variations to accommodate
myriad platforms, screen sizes, and products.

To maintain consistency and scalability as various assets become
available to chapters and partners, NATAS selected Frontify as its official
brand management platform. Based in Switzerland with
recently-opened offices in NYC, the venture-backed company provides a
cloud-based platform for maintaining up-to-date style guides, shared
media libraries, and in-depth collaboration for stakeholders across
brand, design, marketing, and front-end developers. Other Frontify
customers include Facebook, Lufthansa, and Allianz.

“The collaboration between The Emmys, XK9, and MOO drives directly
back to the founding vision of Frontify,” said Jaclyn Kalb, Frontify GM.
“We pride ourselves on being a central brand hub to help drive
efficiency amongst various internal and external stakeholders. We were
thrilled to be approached by the Emmys, and now after careful
consideration, it’s an honor to be the official brand management
platform partner of such an iconic brand.”

NATAS also selected MOO as the organization’s preferred national
provider of print materials, including business cards and letterheads.
With low quantity minimums, on-call design support, and stylish,
high-quality products, MOO is uniquely suited for the needs of NATAS
and its chapters.

“We couldn’t be more thrilled to be working with NATAS on its rebrand
and to give the Emmy’s the chance to tell its brand story in print,” says
Richard Moross, CEO and Founder at MOO. “To collaborate on the
development of this timeless new identity was a great opportunity for
the MOO team. We look forward to continuing this relationship as a
print partner beyond this beautiful rebrand, supporting the organization
and its chapters with beautifully designed printed materials.”

“Few marks of distinction are as globally recognized as the Emmy
Award,” added NATAS’ Sharp. “Protecting this prestigious mark is critical
as we aim to achieve a broad yet consistent distribution across our
academy, our chapters, and our external partners.

“Frontify and MOO are each sensitive to this important and delicate
balance and have built best-in-their-class tools for rising to the
challenge. Their innovations will help us scale our brand in a polished,
professional way befitting the heritage of our organization and awards.”


The National Academy of Television Arts & Sciences (NATAS) is a
non-profit service organization dedicated to the advancement of the
arts and sciences of television and the promotion of creative leadership
for artistic, educational, and technical achievements within the
television industry. It recognizes excellence in television with the
coveted Emmy® Awards for News & Documentary, Sports, and Daytime
television programming, as well as achievements in television
Technology & Engineering.

NATAS membership consists of nearly 18,000 broadcast and media
professionals in 19 regional chapters across the country. Beyond awards,
NATAS has extensive educational programs including regional student
television and National Student Production Awards for outstanding
journalistic work by high school students, as well as scholarships,
publications, and major activities for both industry professionals and the
viewing public.

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