A change of look for the ten channels to complete the rebranding.
Rai is changing look for the first time ever. The whole portfolio of channels will have a coordinated revamped image. Rai 5, Rai Movie, Rai Sport, Rai Yoyo, Rai Gulp, Rai Storia, Rai Premium, Rai Scuola, Rai Italia and Rai World Premium have completed the rebranding from Monday 10th April, and are set for activation in September of this year, introducing graphics that will make public tv unique and distinct.
The project, overseen by the Creative Direction of Massimo Maritan, was directed by Roberto Bagatti, Chief of Brand & Creative, in collaboration with the designer Florencia Picco.
“With the rebrand of the ten themed channels, the course of perfecting the coordinated Rai image will enforce new values and give a new dynamic to the visual identity of the brand. Through strong innovative elements, but also taking reference from the most important Italian designers of the XX century” declares the General Manager of Rai, Antonio Campo Dall’Orto. “For the first time – proceeds the GM – a unique identity will unify all of the Rai channels, consolidating the personality and recognisability of the public service while celebrating Italian design”.
Roberto Bagatti explains the idea behind this change of look: “As we have already done with the four main general channels, starting with the square, the shape of the Rai logo, each channel will have its own visual identity”. “As Munari wrote – proceeds Bagatti – the square is, in the most ancient structures and in the cave drawings of the first man, the home and country. Rai 1, Rai 2, Rai 3 and Rai 4 are to capture the general idea of the channels. With the themed stations, the square becomes a container where the themes, genres and characters come from, in their various forms; for example, passing over to the polygon images of Rai Movie to illustrate various genres of film to a group of small squares that enjoy intermissions of Rai Yoyo as they bring us from one show to the next, right up to Rai Gulp with a series of square-faced teenagers that animate the logo of the channel”.
The “look and feel” of the Rai channels will be extended to digital platforms and social media. Also from today, the first four general channels will present a new series of dedicated bumpers, in which the squares become 3D, a way in which to highlight the rebranding of the themed channels and to complete the new image of the portfolio of Rai channels.