The peacock was used by NBC in the early days of color television as a symbol of the transition from black and white to color programming, but not as a logo. After numerous unsuccessful attempts with logos using the company’s initials, an abstracted “N”, and other imagery, a new trademark and icon was needed to unify this large media network. The result was an evolution from a detailed illustration to a simple, bold symbol where the colors represent both NBC’s divisions and the spectrum used in television. NBC recognized that each communication contributes to the overall impression of the company, and so the new brand was integrated across all platforms, including advertising, marketing brochures, stationery, business forms, facilities and equipment, and animations. Designed at Chermayeff & Geismar Inc.