Deutsche Welle
- 77 Percent

77 Percent

77 percent of the subsaharan African population are younger than 35 - this equals 770 million people. At the same time these 77 percent will shape the continents future. The programm format "The 77 percent" offers these people a space to exchange, ideas, innovation and political participation through various platforms of Deutsche Welle. The issues differ from politics, society, lifestyle, local events to satire. The young generation communicates via social media, fast and pan-African. The "77 percent" design is suitable for social media and its appearance differs from classic TV appearances. The logo design presented us with a special challenge, as it needed to be adapted in six different languages: English, Swahili, Haussa, French, Amharic and Portuguese. The design language is based on traditional African patterns, while interpreting them in a contemporary look. Fast cuts, strong colors, rhythmic music result in a striking and dynamic design - as energetic as the young target group of "77 percent".




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credits: client: deutsche welle ; holger zeh, maria regenspurger creative director: gabi trojan-madračević design: iris rinkens, iris pfennig, jan rinkens animation: jan rinkens, cay fiehn, katharina blenk producer: tatjana živanović-wegele project manager: thomas menz