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Bayerischer Rundfunk

BR on3 | Naming, Brand Architecture, Corporate Design, Communication Media


Information on the client

Bayerischer Rundfunk (Bavarian Broadcasting, BR) is a public-service radio and television broadcaster, based in Munich.

Task

on3 is the youth platform of the Bavarian Broadcasting Association, Bayerischer Rundfunk. In line with its mission, "on3 activates youth in Bavaria", the station presents a focus on content from the fields of media, art, culture and politics for its young target group of 15- to 25-year-olds.

Development of a name, brand architecture and corporate design, design of advertising / communication media

Approach

The on3 brand was designed to provide a unifying framework for independent youth events, TV and radio programmes. The element 'on' is a colloquial way of indicating the state of being online, while the '3' stands for the three sectors of activity within a single organization. In addition, in leetspeak the figure '3' stands for the letter 'E', so that on3 could be read as 'one'. The logo accompanying the brand was also deliberately designed to permit multiple interpretations. For example, at second glance it can be seen to include a USB connector, a symbolic reference to the multimedia and interactive features of on3 as a youth platform. The look & feel communicates activation as the core message. The unconventional, powerful and memorable imagery appeals to a young, self-assured target group. A comprehensive corporate design manual safeguards consistency in day-to-day use of the corporate design elements. The on3 umbrella houses on3 radio, the programmes on3 Südwild and on3 Startrampe, the on3 festival and on3 series of readings.

The look & feel of the communication media communicates activation as the brand's core message. The unconventional, powerful and memorable imagery appeals to a young, self-assured target group. A range of promotional giveaways and collaterals bring the on3 brand to the target group at its interfaces with the real world. The on3 umbrella houses on3 radio, the programmes on3 Südwild and on3 Startrampe, the on3 festival and on3 series of readings.

Services

  • - Corporate Design
  • - Corporate Design Manual
  • - Cross media marketing
  • - Design
  • - Conception
  • - Logo Design
  • - Production
  • - Screen design