concept {
Arte had a set of genre slots for movies, documentaries, music, kids, etc., with up to 30 different slots, each opened…
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Arte had a set of genre slots for movies, documentaries, music, kids, etc., with up to 30 different slots, each opened with a thematic ident. In the course of the redesign we reduced the number of idents to a dozen, to establish more clarity. Instead of complex imagery, which is often unable to express the specific theme satisfactorily, we standardized all idents by simply using typography and logo animations. The style, fonts and animations are different for each ident –a concept which can be expanded at will. This simple principle easily allows arte to develop more idents in-house. This simplification is efficient and gives plenty of scope and freedom for individual creativity.

}
idents look{


::A specific background was filmed for each face, each in the same light mood and tone of colour as that used for the face. With a short grey fade the background is directly linked to the Brand Ident. Depending on the genre slot the corresponding logo animation is broadcasted live from the gallery over the background. There are 12 animations which can be run on any of 50 different backgrounds – giving a large number of possible combinations.::

}
movie{
play mute full-screen
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<-- seek -->


}
idents overview{












::Some titles of the theme idents work in both languages, French and German, e.g. Thematinee, arte junior. For the bi-lingual rest we created the logo and logo animation in German and French, employing the same look and style for both language versions.::

}
credits{
  • client: arte G.E.I.E / france (henri l'hostis)
  • creative director: gabi madracevic
  • creative management: andrea bednarz
  • director: gabi madracevic
  • creation / animation: gabi madracevic, cay fiehn, nadja doth, jan rinkens, jorinna scherle, juan garcia segura, arne tympe, florian böck, wiebke pforr, janina lermer
  • dop: gunnar fuß
  • edit: arne tympe
  • film production: we love film / munich
  • music: novaprod / paris
  • telecine: arri / munich
}