The TCM logotype we developed was brought to life with a series of 30 simple character icons, each representing a different movie category. Television is not a static medium, so we created an identity that could change and evolve, utilizing a different icon each time it appeared on screen.​​​​​​​
When the logotype and 30 different icons were presented to Ted Turner he asked "which one is the logo?" He was told all of them and it was explained how the series of icons were interchangeable. He replied "I understand, but which one is it? Which one is the real logo?" All of them! “But which one?”

"As you can see from this new (but nowhere near as cool as TCM's) stationery, I have a new job. I moved over to TBS and am no longer responsible for Turner Classic Movies. I'll obviously miss TCM and I wanted to let you know how much I appreciate the vital role you played in helping us establish our identity."

-Bill Burke
President, Turner Broadcasting
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