For 25 years, Franco-German TV channel, ARTE, has been passionate and committed to broadcasting living arts and cultural heritage content within Europe and beyond.
Lambie-Nairn and The Partners were asked to evolve ARTE’s broadcasting brand to reflect the breadth and diversity of its content and resonate with younger viewers, whilst still engaging their current audience.
The new look is a scenographic interpretation of ARTE’s remit to be a cultural channel for Europe.
Inspired by the observation that ARTE curates and gathers all of Europe’s culture in one place, the brand idea developed into ‘Europe’s cultural magnet’. The idea from the outset had the potential of pushing into unexpected places. From idents to promos and stings, the magnet concept provides the channel a flexible device that can be adapted to suit a broad range of programming. The diverse set of animations also appeals to a broad audience, keeping viewers entertained in between shows.
The Cultural Magnet idea is applied single-mindedly across all touch points – from broadcast to print.
The ‘cultural magnet’ idea helped ARTE find the right balance between contrast and consistency. It won the support of all French and German stakeholders, which is very rare for this type of organisation due to various tastes.
The creative concept was executed with a touch of wit and a high level of attention to detail and craft, and the work was awarded a D&AD Pencil.
“ARTE now has an idea that brings unity across our brand and also gives us the freedom to represent the breadth of our content.”