FOX Advertising updated its identity and logo with Sibling Rivalry. The launch took place in spring 2026. The update is tied to the shift toward a unified brand for advertisers. It includes the advertising opportunities of FOX Sports, FOX News Media, FOX Entertainment, Tubi, and FOX One.
Previously, these areas were perceived separately. They are now brought together on a single platform under the idea “Turn Passion into Performance.” It connects the audience’s interest in content with measurable results for brands.
The logo plays the main role in the new identity. The new version shows the shift in FOX Advertising’s positioning. The previous mark looked like the label of an internal department within a large media company. The name sat between horizontal lines, while the word ADVERTISING was set in a separate block of uppercase letters. The whole mark recalled the television industry of an earlier period.
In the new version, the FOX name remains, while the framing lines are gone. The mark became more open. The word “Advertising” received different treatment. Because of the new form, the logo reads as a separate brand inside the FOX ecosystem.
The updated logo aligns with the platform’s broader vision. It works with audiences, their interests, emotions, and fan communities. People and their connection with content stand at the center of the image. Technology and tools help turn viewer interest into results for advertisers.
The identity was created with a professional advertising audience in mind. It includes marketers, creative teams, and media executives. FOX wanted to present its advertising brand at the level of major consumer companies. The logo became one of the main tools for reaching that goal. The open structure and current visual style help the brand appear relevant in a business environment and align with the scale of the advertising offering.
The new mark preserves the connection to the company’s history through the name. At the same time, it reflects a new stage in the development of the media group’s advertising business.
