CNBC Prime is going after the guys

Armin Vit of Brand New writes about how the branding of the new CNBC Prime documentary and reality original shows to air from 8 p.m. to 11 p.m. are targeting guys.

Vit writes, “After watching the montage and the live-action library there is no remnant of a doubt who this programming is for: dudes, with an emphasis on rich dudes. As unappealing as that demographic might be nowadays, the branding of CNBC Prime is both unquestionably on target and expertly done.

“The whole mood is very James Bond meets Gordon Gecko but with a great, graphic edge in the monospaced typography and big headlines. At times the look is so slick and minimalist that it looks like all those fake redesigns you see on Behance of minimalist American Airlines or whatever where you think, ‘No client would ever buy that.’

“But here they have and it works like a charm. An expensive charm. The logo is the least integrated element of the project — it sort of looks like the CNBC lettering and it sort of tries to do its own thing but it sort of doesn’t do either — but it’s not really a bad logo and it blends into the on-air graphics without calling much attention to itself, not that it would have any luck trying what with all those fast cars and babes.”

Read more here.