To create the brand identity for Sinclair Broadcast Group's latest multicast network, The Nest, Miami-based 2C Media started with the logo.

“The client's vision for The Nest was to be a haven for comfort entertainment – a destination where viewers could consistently find their favorite factual and reality entertainment series, aptly described as ‘comfort-food TV,'” 2C said in a release. “This message needed to be conveyed through every aspect of the network's branding, with the logo serving as the heart of this narrative.”

What 2C's design team came up with is a simple, friendly look, encircling the “N” in Nest. 2C then surrounded its new logo with a palette of powder blue and white with occasional red accents. After it landed on its logo, the team designed an accompanying on-air graphics look of moving and interlocking circles. 2C also provided Sinclair's team with a comprehensive on-air graphics toolkit, brand style guide with logo usage guidelines, a color palette guide and typography guidelines.

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The Nest – which will feature such off-Discovery shows such as Ice Road Truckers, Sell This House, Wahlburgers, Growing Up Gotti, Ice Road Truckers, Dog the Bounty Hunter and Cold Case Files – debuts Monday, October 30 around the country. The Nest joins Sinclair's lineup of multicast networks, Comet, Charge! and TBD, replacing Stadium network on broadcast stations across the country. At launch, The Nest will be available in more than 50% of all U.S. over-the-air television households including the major markets of New York, Los Angeles, Philadelphia, Dallas-Ft. Worth, Boston, San Francisco-Oakland-San Jose and Seattle-Tacoma, with more affiliate additions in the coming months.