WITH ITS REMIT TO BE EUROPE’S LEADING CULTURE CHANNEL, ARTE NOW HAS A NEW BRAND TO REFLECT ITS STANDING AS A CULTURAL MAGNET.
ARTE is a public Franco-German TV network that promotes programming in the areas of culture and arts. Since its creation in 1991, the European non-commercial channel has stood for cultural diversity and multilingualism, offering high-quality programmes to 60% of Europeans in their own language. ARTE uncovers new talent, encourages artistic creativity, and preserves and promotes Europe’s cultural heritage.
With its remit to be Europe’s leading culture channel, ARTE gathers cultural content together with unique micro-trends, and broadcasts these programmes across Europe to an audience of 25.7million a month. The Partners and Lambie-Nairn were asked to evolve ARTE’s broadcasting brand to reflect the breadth and diversity of its content, and to help create a more open relationship with its audience.
We worked closely with Cécile Chavepayre, ARTE’s artistic director, who wanted to bring unity across the brand and engage wider, and younger, audiences, whilst retaining the loyalty of millions of its current viewers.
Flexibility was key to the success of this new approach. ARTE needed a system that would enable it to create contrast and pace to ensure an engaging and entertaining experience.
Inspired by the observation that ARTE curates and gathers all of Europe’s culture, we developed a brand idea: ARTE – Europe’s cultural magnet. The concept provides a system within which ARTE emphasises thematic difference and flexibility while maintaining a single-minded approach that employs wit to tell a simple story: all of Europe’s culture in one place.
We reimagined the ARTE logo as a magnet, to maximise the space of a 16:9 screen, spun it 90 degrees and placed it on a vertical axis – with text and various objects being pulled toward the ARTE icon. The Cultural Magnet idea is applied in a single-minded and cohesive way across all aspects of the brand’s touch points from broadcast to print.
In broadcast, the magnetic concept can be interpreted in a range of ways, providing ARTE with an approach that emphasises thematic difference through contrast and flexibility. Each animation – from a four-second sting to a twelve-second ident – tells its own story, often in a way that employs a touch of wit and charm and injects warmth into the experience.
The main brand idents take a poetic approach, opening with the subtle formation of a European map, made of, for example, stars or water droplets, which are then pulled in magnetically to create the ARTE logo.
Sound design also played a strong role in bringing the various
animations to life and helped to unify the approach. A subtle
soundbed was designed by sound specialist, Echoic, to reflect the magnetic tension and underpin all moving-images.
The initial part of the project focused largely on developing the new approach for broadcast, and in the second stage we have helped ARTE bring the brand idea to life in digital and print – developing the cultural magnet concept across a multi-platform digital experience.
Today we continue to work with ARTE on numerous initiatives, helping the brand rollout across multiple platforms. The channel is at once a reference and a magnet for Europeans, symbolising cultural diversity in all its manifestations.
“We chose to work with The Partners, who collaborated with Lambie-Nairn on this project, and they came up with an unexpected idea that seduced us: ARTE, Europe’s cultural magnet. The concept has won the support of all, French and German, which is very rare for our organisation because the tastes are not always the same. ARTE now has an idea that brings unity across our brand and also gives us the freedom to represent the breadth of our content.”
CÉCILE CHAVEPAYRE, CREATIVE DIRECTOR, ARTE