Season 2, which first featured actor Danny DeVito as Frank, also leaned more into creating a brand. Gibbons recalled that comedies weren’t usually branded at the time, with promotions generally consisting only of talent shots. So for Season 2, FX approached the branding “almost like a packaged good,” according to Gibbons.
“We wanted to go beyond just the faces. We also wanted there to be memory because we were all excited about the show. We wanted to give the show its own brand, essentially,” Gibbons said, adding, “It is packaging, and it was wanting it to have a palette that we could iterate against. That would also serve as a retinal flare for people.”
Season 3
Season 3 marks another milestone in Always Sunny’s marketing, with the art “starting to play into the characteristics” of the show, with caution tape covering the characters’ mouths.
“One of the things about them is they say the most heinously hysterical things, and they’re so incorrect in every realm,” Gibbons said. “You have to be able to have a deep understanding of the cultural landscape that we all live in and the nature of human denial and human rationalization and human ignorance and idiocy in all its perpetual glory.”
As the show went on, the art also continued evolving to showcase its perpetually glorious idiocy.
Seasons 4, 5 and 6
