Inspiration, Energy And Attitude: RTL Unveils New Branding
A comprehensive repositioning and redesign is to strengthen RTL as the leading entertainment brand in Germany and Europe. The Group and its TV, streaming, and audio offerings will gradually appear under a unified brand. For instance, Mediengruppe RTL Deutschland will be renamed RTL Deutschland from September, and the streaming service TV Now will be renamed RTL+ at the end of the year. The new RTL logo can be used in a wide variety of colors.
From TV channel to entertainment provider in the TV, streaming and audio realms: Europe’s best-known media brand RTL is to be led into the future with a new (brand) identity. Yesterday, Mediengruppe RTL Deutschland joined its parent company RTL Group in unveiling the repositioning and new design of its core brand RTL to its employees, advertising customers, and partners, as well as journalists, at the “Screenforce Days,” Germany’s largest annual TV event. According to a press release, the new branding will be launched in the second half of the year at Mediengruppe RTL Deutschland and RTL Group. The comprehensive renewal is intended to strengthen RTL as the leading entertainment brand in Germany and Europe, and gradually harmonize the branding of Mediengruppe RTL Deutschland - from the corporate and channel brands through to the format and audio brands, across all digital platforms as well. The focus is on a unified RTL brand that harnesses its collective charisma and stands for positive entertainment, independent journalism, as well as inspiration, energy and attitude, according to Mediengruppe RTL.
‘Multicolored logo’
As part of the transformation, Mediengruppe RTL Deutschland will operate under the new name RTL Deutschland starting in September, the fast-growing streaming service TV Now will be renamed RTL+ at the end of the year, and the linear TV channel brand RTLplus will soon get a new name as well. RTL Deutschland will remain an alliance of brands, with Vox, NTV and Nitro continuing as successful family members under their own brands. The RTL logo will now appear as a “multicolor logo,” its endless variety of colors making it unique in the European media landscape. The innovative modernization of the three-colored rectangular logo of RTL Television follows the simple rule: content defines the brand. The colors of the new logo are adapted to promote different topics and partnerships in various contexts, thereby reflecting the diversity of RTL’s content and people. The branding allows users, employees and partners to create their personal RTL logo – a strong statement for consumer centricity and involvement.
Thomas Rabe, CEO of RTL Group, said: “We are furthering the transformation of RTL from a traditional broadcast brand to a leading entertainment brand across all digital platforms. The repositioning and redesign of RTL is part of our response to technological innovations and profound changes in the media landscape and the societies we operate in. We combine the power of a one-brand strategy with the endless customization possibilities of the digital world – the perfect solution to promote the diversity of RTL Group’s portfolio, content and people.” Bernd Reichart, CEO of Mediengruppe RTL Deutschland, said: “Under our new brand strategy, we are bundling our strengths and transforming Europe’s best-known media brand. We use technologies to individualize our offers and thereby open up attractive future markets. With a new compass and strong, original content, we are gradually leaving the boundaries of media genres behind and creating an entertainment experience full of inspiration and diversity.”
‘Diversity and relevance’
Stephan Schäfer, Managing Director Content & Brands at Mediengruppe RTL Deutschland, added: “We are leading the RTL brand into the future by recharging it. RTL, with its positive attitude, stands for diversity and relevance, for solidarity and sustainability. So on the program side, we will be offering even more information and positive entertainment, full of responsibility and joy.”
Matthias Dang, CEO Ad Alliance and Managing Director Marketing, Technology & Data at Mediengruppe RTL Deutschland, said: “Our innovative advertising technologies and data-driven products enable us to offer our audience very individual, tailored content. In combination with our channel’s strong reach and digital offers, this creates a highly attractive proposition for users and advertisers: maximum reach meets maximum individualization.”
The re-positioning of RTL was jointly developed by the marketing teams at RTL Group and RTL Deutschland, with the support of transformation advisor Caroline Seifert. The new design was created by the design team at RTL Deutschland, in close collaboration with the British-Swedish design and innovation agency AKQA. The new brand strategy is accompanied by a new program direction.
