Affable and on-brand

Media and Publishing

Bayern 2 is the second radio station of Bayerischer Rundfunk, which started in 1950 in Franconia. Today, BR2 broadcasts a full culture- and information-oriented schedule with a wide range of music under the motto ‘Listening without borders’.

Following the rebranding of the Bavarian Radio Symphony Orchestra (BRSO), Bayern 2 is the second BR service to be integrated into the new umbrella brand design. Our common goal is to strengthen the visual connection between the BR services and to position Bayern 2 as a modern, accessible brand. The challenge was to build on the existing brand heritage – not a reinvention, but a careful further development.

From the very beginning, the new design was developed and implemented in a close interdisciplinary cooperation with the corporate design team of Bayerischer Rundfunk and the agency Mattweis (co-creation). In order to simplify the brand management of Bayern 2, we dispensed with individual designs for specific programmes and formats. Instead, the new image focuses on the station’s signature brand assets: the colour orange, the emphasis on round shapes, and imagery that has been redesigned and is more accessible.

Bayern 2’s new visual identity exudes warmth and confidence. It underlines the station’s journalistic claim to present complex issues in an understandable way. At the same time, listeners should feel invited to actively participate in talk formats and debates.