Reaching New Heights

Paramount has been putting the popular in pop culture since 1912. When the Viacom business united under Paramount in 2022, this was more than a simple name change; it was more than a corporate rebrand. This was a star restored and an opportunity to create a system worthy of its legacy.

The brand strategy—Reaching New Heights—became the foundation for the entire identity and design system. Inspired by the curtain raiser, every element, from layouts to motion, is designed to climb, drawing the eye upward and reinforcing a consistent sense of aspiration and elevation. Paramount’s storied history demanded a robust brand toolkit to support a mountain of design across external and internal communications. The system celebrates historic elements such as the iconic logo and stars, while also introducing a bespoke typeface and motion behaviors drawn from Paramount’s heritage, giving every asset a sense of authenticity and continuity. Every decision, from type to motion to layout, reflects the ambition, heritage, and scale of Paramount, helping the brand reach new heights every day.