Comprehensive relaunch: RTL II now called RTL Zwei
A new name, a modern design. As of Monday, RTL Zwei has a new look that meets the needs of all communication channels. A square icon replaces the round logo.
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Carlos Zamorano, Chief Marketing & Communications Officer: "RTL Zwei stands for young, modern and innovative reality TV. We operate in a fragmented, digitalized and highly competitive market. With our new corporate design, we are therefore pursuing a clear goal: RTL Zwei should remain clearly recognizable as an independent, unmistakable entertainment brand."
The last redesign of the brand took place in February 2015. Since then, the channel has evolved in many ways. With major social reports and new documentary formats, the channel also offers more informative content than ever before.
Tina Wiesner, Creative Director: "In this design, we are creating much more space for the images and faces of our program. It's all about them. The new look is a framework: bright, open, changeable, straightforward, cool - but the design never takes precedence over the images. The clear content profile of RTL Zwei is now directly visible in the station's appearance."
The new look uses a high proportion of white, complemented by four CI colors. At the same time as the design launch, the Rtl2.de website is also undergoing a comprehensive relaunch with a new look.
Carlos Zamorano: "Our visual language reflects RTL Zwei's aspiration to depict reality. That's why we use real locations instead of greenbox shots whenever possible throughout the visual language. It was particularly important for us to develop a design that meets the requirements of all communication channels: on air, online, mobile, in print and on the ground."
The main logo is a combination of a square icon and lettering - both of which can be used independently of each other. The beveled edges of the Roman II give the number a modern look.
The biggest change is in the word mark: the two is written out in full for the first time and focuses on simplicity with the Helvetica font. Headlines and keywords appear in the specially developed "Frame" typeface, which graphically echoes the frame of the icon.
The design was developed in close cooperation with the Mehappy agency. (pd)
