In September 2008, the new redesign of the Franco-German Cultural TV Channel arte went on-air. The positioning and… -> read more
In September 2008, the new redesign of the Franco-German Cultural TV Channel arte went on-air. The positioning and claim "rate, live with curiosity" (Fr: "rate, vivons curieux"), were to remain intact, but the station wanted to rejuvenate its visual identity. They wanted their image to become more clearly defined and striking, without seeming eccentric or elitist. One of arte's visual distiguishing features is the 4º angle. In the past this design diagonal was only used as a 2-D element. Now this key-visual was given a special role, coming at the viewer as a 3-D PEDESTAL in a few, bright colours. The arte logo, placed on this, is now emphasized in the foreground, throughout the redesign. The Brand Idents focus on what is the emotional focus of all things: people. In close-up portraits people's faces are shown, of all ages, all colours and many different nationalities. 50 different faces were used. The Redesign Project was put out to tender as a competition, with ten international agencies invited to compete. We were overjoyed to win the competition, and for the trust and confidence in our abilities that this represented. Luxlotusliner had been founded only six months earlier.
::The three main distinguishing features of the new design language are the PEDESTAL, bright, clear colour gradients, and large typography. In the original concept grey areas as background and as contrast to the bright colours were planned. These were replaced by real pictures at the client&::
::Besides on-air, we defined the brand guidelines for all other media, e.g. press folders and dossiers, brochures, advertisements, invitation cards, merchandising, web, etc. The advertising campaign, which follows the guidelines, is made by the agency JungvonMatt.::
::Following the brand guidelines, the arte magazine was completely renewed and overworked in all details, not only the cover, but also each page. The layout realisation for arte was made by Brigitte Schaller.::