Rebranding a benchmark in television journalism
Redesign: clear & simple
Rebranding a benchmark in television journalism to be geared to the next decade requires careful and considered planning. Our intention was to clearly connect the “on air” and “digital” sphere with one guiding principle: simplicity. A simple keyline serves as a visual metaphor for news and information. The world map and the globe are transformed into flowing visual elements that communicate interconnectedness and reliability.
We teamed up with set designer Billionpoints to create the keyline, which also provides the basis for an iconic studio setting featuring a fresh and contemporary colour scheme.
The virtual boards provide information and add structure to the physical space.
»Eliminate the unnecessary so that the necessary may speak.« Hans Hofmann
Working closely with ZDF’s digital department, we transferred the central branding elements to the digital space. In this way, online, social and on-air elements emerge as a new “ZDF heute” brand.