Jessica Tang Associate RGD designs visual identity for CBC docuseries On Design

Context

A show about design had better be well-designed. While creating CBC On Design, a series that shows the process of 5 Canadian industrial designers, our team knew the show’s visual identity had to do a number of things. It had to be flexible enough to adapt to the different styles, approaches and objects shown in each episode. It had to apply not only to posters and title cards, but also things like the interspersed animation sequences, lower thirds and credits for the series. And it had to be flashy enough to stand up for itself without detracting from the work of the featured designers.

Methodology

We approached the visual identity for CBC On Design with the belief that the design itself should embody the values of strong design: intentional, functional and clear in execution. Modularity became a core principle, enabling a flexible system that allowed our animators to adapt their approach based on each episode’s subject. Typography was chosen to be clean and modern, aligning with the goal of creating a show that felt contemporary. When used consistently across the series, type functioned not just as a language, but also as a modular graphic element. Logo development began with sketching the title and exploring arrangements of the short words “CBC,” “on,” and “design.” As we iterated, it became clear the mark needed a distinct visual element—something to anchor the composition and make it memorable. This also sparked ideas for how that element could evolve across episodes.

While the identity needed to stand on its own, choices around colour, layout and form were guided by a clear logic: bold when focus was needed, restrained when supporting the story. Our overarching goal was to build a visual framework that felt intentional and referential, while always staying in service to the storytelling.

Process

Our team grounded our approach in modularity and clarity, taking cues from the principles of industrial design itself. Like many projects, we started from a grid, bringing precision, structure and balance to the graphics. Instead of being an organizing principle, the grid itself formed a key part of the show brand and the mark. The entire mark is constructed around a square either containing the central asterisk element or the objects from different episodes, to reinforce a “things fitting into place” aesthetic.

An extended colour palette evolves per-episode to complement the items being featured. The palette features warm, saturated tones like reddish orange and bright yellow, which provide visual impact, while cooler colours are desaturated to maintain balance and avoid a primary feel.