Public broadcasters in the Netherlands have been through a process of forced consolidation recently. Two broadcasters who merged were Avro and Tros who formed Avrotros at the beginning of this year. Both have a long a proud history, Avro was founded back in 1927, when radio was still a relatively new medium, and has historically been somewhat bourgeois-liberal leaning, while the popular Tros station was created in 1964 from a former pirate TV station.
The old identities were kept until September 7, when they were replaced by the merged name. The new visual identity was developed by Amsterdam-based branding agency Cape Rock. It features an 'A' symbol that will be used connect the broadcaster's programming with its brand. on screen, it is used as a lense that "literally brings the content to the viewer".
"CAPE ROCK has developed the 360° visual strategy and designed the visual and corporate identity, the digital and social media platforms, and all print and marketing outings of AVROTROS.
The brand strategy of AVROTROS shows that it’s presenters and programming are the most important elements for the emotional binding with it’s audience. Based on this endorsement brand strategy we have designed a symbol and brandname that can be used separately or together. The symbol eventually will work as a proof of quality that connects the AVROTROS brand with it’s programming. In print and digital the symbol is used to connect the content to the brand. In TV branding the ’A’ in the symbol is used as a lens, a focussed view right to the content. The logo literally brings the content to the viewer.
CAPE ROCK’s sound division CabodaRoca signed for the sonic branding for AVROTROS together with Dutch composer Dennis Alfarez. The sonic branding is applied to the new sound logo and all the sound elements for radio and TV." - Press release
Full credits, from Cape Rock:
Bureau: CAPE ROCK
Creative Director: Dann Smit
Strategy Director: Marco-Paul de Jeu
Head of Production: Martijn Wolff
Designer: Frank Gouwy
Composer: Dennis Alfarez
Managing Director: Eric van Stade
Media Director: Remco van Leen
Brand Manager: Heleen Rouw