Oh how I’ve been looking forward to sharing this one with you. Leading European (German/French) television channel ARTE has just unveiled a stunningly ambitious new rebrand.
The Strasbourg-based network has taken a rather high-concept and revolutionary approach to the new identity, hand crafting a kaleidoscope of surreal storytelling made of no less than 27 new idents. Each “scene” can be accessed through an interactive map on Arte’s website.
For those unfamiliar with ARTE, the channel, launched originally in 1992, explains: “Inspiration, creativity, and vitality have always been qualities ARTE nurtures and cherishes about itself. ARTE is on the move and believes in continually reinventing itself. The new corporate design reflects this philosophy with its unfolding perspectives and insight. It joins peaceful and poetic moves with dynamic motion, challenging the viewer to make new associations.”
The new on-screen identity is made of a giant visual kaleidoscopic world, with each stage or “scene” illustrated via idents delivered through a hand drawn map. Viewers are introduced to newly familiar characters, young and old, in various scenarios.
You’ll notice the on-screen logo morph via a new visual medium, a raw 3 dimensional orange sculpture. The ARTE logo sculpture takes a different shape each time it appears and is a lead cue into junctions.
Individual storylines converge with surprising twists in “a loop where the end becomes the beginning”. Nearly all the visual iconography and imagery was shot outdoors, bringing a lush, organic quality to the spots. The idents were developed without the use of heavy effects, leaving “a lot of room for free association”.
As I’m seeing more often these days (as an increasing desire to encourage and nurture original creativity), the rebrand was not traditionally tendered to pitch by singular agencies- rather, a European team of top visual on-air, print, and digital creatives was led by ARTE Creative Director Ulli Krieg for the brand assignment. Special thanks to ARTE.