NET CULTURE to the power of PLAY AS EXPERIMENT times DO-IT-YOURSELF. On the 7th May 2011 the ZDF Theatre Channel became the new channel zdf.kultur. We were successful in beating seven other agencies to win the contract for this project. The project encompassed the complete branding package, including design language, logo, idents, promotion package, labels and format packages. The new appearance of zdf.kultur is strongly oriented towards the station's approach to culture. More pop-culture than high-culture, rather experimentation than feuilleton, more subjective than objective. The design focus is one of the playful treatment of culture. It is inspired by creative parameters typical of webdesign and combines with the potential televisual animation- and film capabilities. The DTL NOBEL typography amplifies the new image with its striking application and makes its point with magazine and print media references. This combination of all media, also in the design field, reflects the station's attitude to unusual perspectives and associations.