Bold and convincing

17.06.2021, Germany/Luxembourg, RTL Group

Ajaz Ahmed, CEO of design and innovation agency AKQA, and leading design expert Annemarie Jaeggi share their opinions on our new brand.

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On 14 June, RTL Group and RTL Deutschland unveiled a new unified brand design (Backstage reported). Standing for inspiration, energy and attitude, the new multicoloured brand will strengthen RTL as Europe’s leading entertainment brand.

The colours of the new logo can be adapted to match different shows, topics, alliances and partnerships, meaning the content will define the brand design. By offering endless customisation possibilities, the design is unique in Europe’s media landscape. RTL team members will be able to create their own personal RTL logo, reflecting the diversity of our content and people.
During the rebranding project, we worked closely with design and innovation agency AKQA. CEO Ajaz Ahmed and leading design expert Annemarie Jaeggi have shared their opinions on our new visual identity below.
Ajaz Ahmed, CEO of AKQA, says: "It’s simple, elegant, understandable, relatable. It doesn’t need any explanation. It speaks for itself. It’s beautiful. It’s modern. It’s timeless. It’s customisable. It has endless perspective but complete unity. It’s a way of showing respect to every unique story – rather than putting our stamp on something, we invite others to put their stamp on us. The new logo reflects the idea we are all united, but distinctive. And about becoming Europe’s leading entertainment brand and inviting everyone to come together."
Annemarie Jaeggi, Director of the Bauhaus Archive/Museum of Design in Berlin and member of the Presiding Committee of the German Design Council says: "Everyone can choose their own colour ensemble, which I like very much. This expresses diversity and identity – both in the programme and the content as well as the people behind it – simply and directly through colour. The new logo builds on the basic colours to include all colour possibilities. It therefore combines tradition with the present, while promising great design potential for the future. With the project name ‘RTL United’, the new beginning is bold and convincing. This is perfectly reflected in the new visual identity.” 
Caroline Seifert, one of the leading transformation advisors and member of the Advisory Board of the German Design Council, says: "In a world where everything is connected, every company has to become a tech company and there is a need to create radical clarity on what a brand stands for. As a first step, RTL United clearly shows the start of a transformation from a broadcast company and many different brands to the leading entertainment brand. The new identity stands for the freedom to be diverse, bold, iconic, inspiring, simple, respectful and inviting. It honours the past while showing a transition to the future. Overall, it has a rare mixture of attitude, clarity and the opportunity of personalisation.”