Friday, February 25, 2011

More on Arte's new look


About a week ago I posted about the new look for the European cultural TV channel Arte. Now, they have revealed a great website were one can explore the new look: http://univers.arte.tv/

On that site you'll find that Arte have created around 30 (!) idents for the new look. It its hard to pin down an exact theme in the new look, but one can certainly image Arte's stated values of "inspiration, creativity and vitality" being a part of it. There are several recurring elements that appear in several idents; a group of women running, a group of people in white shorts and shirts, red pieces of cloth, a group of cycling young people. All shot on the European countryside (Slovenia, I believe) with a full orchestra musical score.

As said earlier, this time Arte didn't go to an agency to deliver a new look, instead it is a collaboration of several creative professionals. The project was spearheaded by Arte's artistic director Ulli Krieg. Others involved were:
  • German 3D artist Joost Korngold (the 3D model of Arte's logo)
  • Belgian director Joe Vanhoutteghem from CZAR (directing the idents)
  • The Swiss Benjamin Cuénod from Scripted Reality (integrating the 3D logo the on-air design)
  • Germans Tom Ising and Béla Stetzer (off-air)
  • German designer Axel Schildt from OKAPI (online identity)
  • German photographer Detlev Overmann (still photography of the idents)
  • Catherine Lagarde from Novaprod and composer Laurent Parisi (audio design)
The new look launches February 28. More after the jump.

This text from Arte explains the thinking behind the idents, created by Joe van Houtteghen:
On-Screen, the identity clips show excerpts of a longer, kaleidoscopic story. The various stages and scenes of this story are illustrated on the map above. ARTE takes a journey with many different people, young and old, by day and by night. Viewers are introduced to the same characters, sometimes on their own, sometimes in a group, in different situations. The individual storylines converge with many astounding twists and turns in a loop where the end becomes the beginning. The images for these stories were not filmed in a studio but rather outdoors. The natural poetry of real life enchants and surprises the viewer and has no need for special effects. Viewed individually, the idents leave lots of room for association.


The ident starts with a 3D version of the Arte logo, seen above.

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The logo then disintegrates...

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...to reveal the filmed part of the ident.

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After the filmed part, the ident ends with the shot above.

Some presentation for theme strands on Arte:

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Graphic for theme nights.

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And for Arte Junior.

Some shots of graphics for continuity:

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And finally, a few screencaps from idents, to give you a sense of what they look like. Visit Arte's website to see all the new idents.

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New colour system.



The new corporate typeface is Gotham, with Oksana as a supplementary typeface.

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Some more links:
Arte (German) (archive)
Arte - the new corporate design (PDF) (archive)

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