Radio has long been broadcast over the net, everyone is talking about and listening to podcasts. Radio has almost reinvented itself. Radio is tapping into new audiences without losing the old ones and generating promising formats for the future. From analogue to digital, from linear to on demand: the transformation offers huge opportunities.
“We’re helping a national broadcasting brand to move forward in the digital world. We want it to be found and above all: heard. With its extremely well-founded content. We are developing Deutschlandradio from a linear sound mark to a digital information and entertainment brand.”
We have developed a brand presence for Deutschlandradio that shows the family of programmes and highlights the features of the respective programmes on all channels. Deutschlandradio is the umbrella brand for Deutschlandfunk, Deutschlandfunk Kultur and Deutschlandfunk Nova. As so-called full programmes, all three cover all formats and topics but their content focuses on different target groups. The reach, depth of content and complete independence are the special features of Deutschlandradio, the only radio station that does not broadcast regionally but nationwide without any advertising at all.
“The goal was to find a brand code that works across programmes independently of the media. By establishing a strong common sign, we enable greater visibility while preserving the individual character.”
“We must think about the brand independently from the implementation, but then find the ideal implementation. A sound mark must work digitally, analogously and on air. But the experience must be one.”
With our system for brand design, we are giving the in-house designers at Deutschlandradio parameters so they can implement them independently. One particular challenge is digital, for example when all three brands are senders with one app. These experiences and the results from implementation are integrated into the brand development. The process is ongoing, supported by us.
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