USA Network is not only a place where characters live, it’s a place where characters come alive. Where we can celebrate our uniqueness and applaud our similarities. Where we can connect with the people we see on the screen and on the street. Where we can look at ourselves and be entertained, or inspired, or humbled, or simply proud to be who we are.

The words above are the ones that kick off the USA style guide. They help establish the design philosophy and the voice for the network. Everything within the brand stylized and sophisticated, but still approachable and even familiar.

2010 marks the third time that I have written the style guide for USA, and with every fresh pass I find more depth to the brand, and discover new ways to keep the brand connected not only to the network properties, but to the viewers and to the core of the Characters Welcome philosophy.



The original programming on USA Network is the lifeblood of the overall brand. It is through the characters on that the clean design, strong typography and cinematic portraits are able to create an accessible brand message.

Each show has its own personality, and comes with its own design and marketing challenges as well. The design philosophy behind each of the show packages is what truly sets the tone for USA Network, and when seen as a group, the larger picture of the brand becomes clear: its all about the characters.