VTM – REBRANDING – 2020
VTM – REBRANDING – 2020
In a market dominated by strong global tech players, DPG Media adapted its strategy to compete with them and to cement its position at the forefront of the market, showcasing local content. The VTM brand architecture and naming has been changed: there are now four channels called VTM, VTM2, VTM3 and VTM4.
After several years of collaboration, DPG Media gave Gédéon the challenge of designing its four new channels.
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The task was to create a common system for all four channels. We decided to base our concept on the original V, an iconic element that is integral to the DNA of the brand.
The V both represents the Vlaamse aspect of the channel, highlighting the strong and unshakeable bond between VTM and Flemish people, as well as the appreciated proximity VTM offered. The VTM branding and logo stay at the core of our system.
The V of the logo now gives birth to the ‘sky tracer’ that replaces the old triangle.
We have kept the qualities of the old branding, using the V to connect VTM and its audience, but we use it in a refreshing and new way.
The light effect in the ‘sky tracer’ reveals and highlights the content (date, time, info, names, images) in a very bright, shiny and spectacular way. The diagonal of the sky tracer allows us to create depth, transitions and animations.
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Indeed, the sky tracer is always in motion to bring content to life.
Along with it, each of the four channels has its own bold colour that reflects the four different moods of the channel.
Indeed, the sky tracer is always in motion to bring content to life.
Along with it, each of the four channels has its own bold colour that reflects the four different moods of the channel.
Indeed, the sky tracer is always in motion to bring content to life.
Along with it, each of the four channels has its own bold colour that reflects the four different moods of the channel.
Indeed, the sky tracer is always in motion to bring content to life.
Along with it, each of the four channels has its own bold colour that reflects the four different moods of the channel.
For the ad breaks, we decided to go for simplicity while also playing with the name of the channel and using the bright diagonal as a revealer. It also continues to emphasize the bold colours of each channel, constantly reinforcing each of the channels’ moods for the viewer.
PRODUCERS
Emmanuelle Lacaze & Pauline de Decker
ART DIRECTORS
Nicolas Famery & Lazare Bessière
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