RTVE’s brand identity had not been updated for decades. This not only led to it being perceived as a company rooted in the past but also acted as a barrier with regard to communicating the great efforts that the corporation was making to adapt to the changing audiovisual sector and the new needs of their audiences. RTVE had undergone a comprehensive transformation; a new regulatory framework had been implemented, and a new vision for the future introduced, all of which created a need to communicate these latest developments through a project that was more than merely a change of symbol. It needed to be a symbol of change.
One of the key aspects of our strategy was to project RTVE as a large communication group and create greater synergies among all its businesses and channels.
We therefore developed an integrated brand architecture with a common visual system by which RTVE acquired a relevance that did not previously exist.
RTVE is a brand based on the light it uses to communicate. Whether through a TV screen, tablet, mobile phone or a computer display, light is the common denominator. We therefore took our inspiration from light to create a new identity that, as a unit, seeks to reflect a balance between the technological and human elements, and invokes leadership, proximity and movement.
The logos were designed with an ad hoc typography in which the ‘e’ is highlighted as a common feature, an attribute that distinguishes RTVE from other public and private media groups in Spain.
The typeface was specially modified by typographers to transmit a unique personality and work well on any type of platform or screen. The ‘e’ was also highlighted as a common feature in the logo, an attribute that distinguishes RTVE from other public and private media groups in Spain.
The brand project for RTVE is a global project across all types of platform: from internal signage and mobile units, to merchandising elements and any other type of corporate material. A world of communication that reflects the rejuvenation and revitalisation of the brand.
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