For some time now, the consumption of audiovisual content has undergone major changes, and now it is the user who chooses what and when they want to see or hear the different contents. RTVE, in order to adapt to this situation and enhance the brand of the corporation in the different points of contact and channels, has reorganised the architecture in digital environments, both external and proprietary, simplifying the channels on social media and unifying apps and defining new criteria for the use of RTVE brands in these digital environments.
As a result of this reorganisation, new initiatives, such as RTVE Play, were born. The platform that encompasses all of RTVE’s audiovisual content; audio and video content, content from yesterday and today, content from several generations.
The name “Play” is a bid for a commonly adopted and well-known term. A name easily understood by everyone, young and old.
As for the identity, it is graphics and personality mirroring that of RTVE to highlight its strategic importance and feed the corporate brand with new meanings and attract new audiences.
A “liquid” logo with a play of colours and lights in movement, dynamic and digital.