Inspiration, energy and attitude: RTL presents new brand identity

14 June 2021, Luxembourg/Cologne
  • Comprehensive redesign and repositioning to strengthen RTL as Europe’s leading entertainment brand standing for positive entertainment and independent journalism
  • One brand, endless possibilities: new multicoloured logo reflects diversity in content and people by offering individual creations for users, employees and partners
  • Rollout to start in the second half of 2021 at RTL Group and RTL Deutschland
  • German streaming service TV Now to be rebranded RTL+ by end of 2021

Luxembourg/Cologne, 14 June 2021 – RTL Group today unveiled the new identity and design for its core brand RTL. The comprehensive redesign and repositioning will strengthen RTL as Europe’s leading entertainment brand. The focus is on one unified RTL brand that stands for positive entertainment and independent journalism, as well as inspiration, energy and attitude. As part of this transformation in creating a strong consumer brand, the rapidly growing German streaming service TV Now will become RTL+ by end of 2021. RTL Group will remain a house of brands with Fremantle, Vox and NTV, among others, continuing to use their individual branding.

The new RTL brand identity was presented today to the Group’s employees and to advertisers, partners and journalists at Screenforce Days 2021, Germany’s largest annual TV event. The management team of RTL Deutschland explained how the new brand strategy will be pivotal in boosting the digital transformation of the business and repositioning its content offers to promote diversity, relevance and cohesion. For example, the main channel RTL Television will offer more information programmes in its daytime and primetime schedule and launch new entertainment shows for the whole family.

By making use of an endless variety of colours, the new multicoloured logo is unique in Europe’s media landscape. The innovative modernisation of the three-coloured rectangular logo of RTL Television follows the simple rule: content defines the brand. The colours of the new logo are adapted to promote different topics and partnerships in various contexts, thereby reflecting the diversity of RTL’s content and people. The branding allows users, employees and partners to create their personal RTL logo – a strong statement for consumer centricity and involvement.

Thomas Rabe, CEO of RTL Group, says: “We are furthering the transformation of RTL from a traditional broadcast brand to a leading entertainment brand across all digital platforms. The repositioning and redesign of RTL is part of our response to technological innovations and profound changes in the media landscape and the societies we operate in. We combine the power of a one-brand strategy with the endless customisation possibilities of the digital world – the perfect solution to promote the diversity of RTL Group’s portfolio, content and people.”

The rollout of the new branding will start in the second half of 2021 at RTL Group and Mediengruppe RTL Deutschland, the Group’s largest business unit. As part of the project, Mediengruppe RTL Deutschland will become RTL Deutschland.

The re-positioning of RTL was jointly developed by the marketing teams at RTL Group and RTL Deutschland, with the support of transformation advisor Caroline Seifert. The new design was created by the design team at RTL Deutschland, in close collaboration with the design and innovation agency AKQA (UK/Sweden).

You can download visuals and the new RTL logo in different colour combinations here:


Communications & Investor Relations

Oliver Fahlbusch
Executive Vice President
Communications & Investor Relations
RTL Group
T.: +352 / 24 86 5200

Communications & Investor Relations

Irina Mettner-Isfort
Senior Director
Media & Investor Relations
T.: +49 221 456-56410

About RTL Group

RTL Group is a leader across broadcast, content and digital, with interests in 67 television channels, ten streaming platforms and 38 radio stations. RTL Group also produces content throughout the world and owns a digital video network. The television portfolio of Europe’s largest broadcaster includes RTL Television in Germany, M6 in France, the RTL channels in the Netherlands, Belgium, Luxembourg, Croatia, Hungary and Antena 3 in Spain. RTL Group’s families of TV channels are either the number one or number two in eight European countries. The Group’s flagship radio station is RTL in France, and it also owns or has interests in other stations in France, Germany, Belgium, Spain and Luxembourg. RTL Group’s content business, Fremantle, is one of the world’s largest creators, producers and distributors of scripted and unscripted content. Fremantle has an international network of production teams, companies and labels in over 30 countries, producing over 12,000 hours of original programming and distributing over 30,000 hours of content worldwide. Combining the streaming-services of its broadcasters (such as TV Now, 6play, Salto, Videoland), the digital video network We are Era, and Fremantle’s more than 360 YouTube channels, RTL Group has become the leading European media company in digital video. RTL Group also owns the ad-tech businesses Smartclip and Yospace, as well as the streaming-tech company Bedrock. RTL AdConnect is RTL Group’s international advertising sales house. Bertelsmann is the majority shareholder of RTL Group, which is listed on the Luxembourg and Frankfurt stock exchanges and in the SDAX stock index.

RTL Group – Entertain. Inform. Engage.