Creating a love brand

The Task

The JUMP brand, well established in eastern Germany, was to become something more: Namely, a life companion communicating across various media genres that is there for the people in the MDR broadcast area both on-air, digitally and on location.

Vibrant, optimistic, emotional and communicating at the very same level. The new design turns the brand into a love brand.

We already show the energy that lies in JUMP in the logo, which we literally let jump.

Depending on the genre, the logo is animated anew each time.

A fresh color palette and graphic elements derived from the logo convey optimism and provide boldness.

The design system allows to integrate visuals of different quality into the overall look.

Colorful, dynamic and always on the moving. That’s the new MDR JUMP.