Showtime unveils new look

Showtime has done a radical makeover of its logo for the first time in 20 years. The new look features the network name in block letters with a “spotlight” emphasis on the “SHO” — the abbreviation given Showtime in TV listings across the country.

The redesign, which will begin appearing in a teaser campaign immediately, was created by Ivan Chermayeff of Chermayeff and Geismar, who has created previous logos for Viacom, PBS, NBC (its new peacock), Chase Bank, Barneys, Mobil Oil and others.

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