Showtime Networks
von Chermayeff & Geismar & Haviv @sagi_1
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Showtime is a major group of premium cable channels offering first-run movies, original movies, sports events coverage, and more. Showtime is available to 29.7 million households in the United States, and more by licensing around the world.
“Showtime” is a generic term—a description, not a unique name—so the word needed to be made visually special in some way. As the shorthand for Showtime in network listings has always been SHO, this abbreviation inspired our solution: highlighting SHO in the name by shining a spotlight on it—a simple, appropriate metaphor for show business.
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