Since the beginning of January, Super RTL has been sporting both a new look and a new claim. Furthermore, the colour scheme for the presentation of the channel's daytime schedule and the Toggolino and Toggo brands has been completely reworked.
Super RTL had been using the claim Für die ganze Familie (For All The Family) to underpin its leading position as a children's and family channel. But the current schedule starting at 20.15 is certainly of interest not just to parents, but also to many adults. This broader appeal of Super RTL is duly reflected in its new claim Schön, dich zu sehen (Great To See You) and in the channel's revamped primetime design. At the same time, though, the transitions to prime time are smooth, since many of Super RTL's early evening series are also enjoyed by adults. Likewise, many of the films and programmes included in the evening schedule are suitable for kids and youngsters. This ability to bridge the transition between daytime and prime time successfully is one of Super RTL's strengths, and is visually underscored by the new design features. The basic Toggo colour – a warm, friendly orange – will be incorporated into the on-air design of Super RTL's evening schedule, with a shade of red added to indicate high perceived value.
New Super RTL logo and claim
During daytime the channel has cleverly signposted the various parts of its schedule more clearly for the benefit of its various target groups. To demarcate Toggo from Toggolino, the latter has been made more predominantly green. Another new feature is Toggo's claim Weil’s Spaß macht (Because It's Fun), which is short and to the point and also makes a promise that won't just be fulfilled by the channel's TV schedule, but also on all other Super RTL platforms, such as the Internet.
Comparison of the screendesign of Toggolino, Toggo and Super RTL Primetime (from top to bottom)
Super RTL CEO Claude Schmit is convinced that the channel's new design is a step in the right direction: "What we wanted to do was highlight the differences between individual segments of the programme schedule and brands without making Super RTL look bitty or seem like the sum of several parts."
That objective has been successfully achieved by the channel's new branding, developed by the Cologne-based agency Feedmee. The use of colour matches the associated Super RTL content and makes a very harmonious impression, despite successive switches of emphasis throughout the day. Furthermore, the personal, positive tone of the new claims reflects Super RTL's self-confidence. The claims were devised by castenow.communication, which is also responsible for implementing the branding of all the channel's off-air measures.