With the new design, arte speaks a direct language: less artificial, uncomplicated, striking and colourful. A core requirement in our brief was the desire for more immediacy, more closeness to the viewer and of the viewer to the channel. The concept and production of the Brand Idents followed the strict motto: Who wants more closeness, has to get closer. This had to be applied both to real and to graphic elements. The Brand idents focus on what is the emotional centre of all things: people. In close-ups we show portraits of people representing every age, various colours and many nationalities. They are part of an open European diversity. There are no cuts, no action, only a gentle approach. Almost like a photograph. Every face is an eye of calm in the storm of images and information. After weeks of casting, 50 faces were filmed at various locations in Berlin over a period of one week. We filmed using 35 mm in HD.
client: arte G.E.I.E / france (henri l'hostis) creative director: gabi madracevic creative management: andrea bednarz director: gabi madracevic co-director: andrea bednarz designer / animation: cay fiehn, nadja doth dop: gunnar fuß edit: arne tympe flame: sylvi rößler film production: we love film / munich music: novaprod / paris telecine: arri / munich