The six news channels of Dutch broadcaster RTL have just undergone an extensive refresh including a new identity created by designers Mark Porter Associates (who created the look for Guardian newspaper and website) and Dutch design studio Smörgåsbord Studio.
The redesign has taken 18-months, which sounds like a very generous amount of time for simply sprucing up the look. However, the work involved redesigning logos, title sequences, on-screen graphics for news, weather and business as well as creating the layout and design of the news studio set. And, of course, all designs had to work across multiple platforms.
RTL Nieuws broadcasts 17 bulletins each weekday and six weekend bulletins, and has an audience of up to two million. It also broadcasts business programming under the RTL Z banner, which airs during the day and a weather, as well as traffic service (RTL Weer & Verkeer).
“Everything has changed since we introduced our previous identity in 2007. The world of news, the way we consume news and RTL Nieuws itself," says Said Caroline Schnellen, marketing and communications manager at RTL Nieuws.
"With all this in mind it became the right time to rethink the brand’s visual identity. We needed to show one brand, one look-and-feel, on TV, web and app. In order to do so we felt this could only truly happen if we would change all platforms at the same time. What followed was an immense project, with many parties involved and close coordination throughout."
To view the redesign and find out how it was thought up and executed, check out the short film below.
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