The central element is the 'Eins' (the '1') in the circle. Easily recognizable and immediately memorable, the trademark represents the essential claim of the major German network ARD: Das Erste = the No. 1 in media business. At the same time the trade mark works like a touch button, referring to an open and interactive conception of their overall programming: being close to the audience, fostering exchange, receptive to communication. The wave, as the 'old' symbol for unilateral TV transmission, is disappearing, as is the dichromatic background design.
Introduced first via the launch of the Das Erste app in March 2013, the Das Erste re-design will be completed on-air, by ongoing promotions and in the signage of the broadcast station.
DELIVERABLESCorporate design (on-air, off-air, online), logo design, app design, sound logo design, styleguides (on-air, off-air), brand consulting, press kit
AWARDSGerman Design Award Nominee 2016
Release: February 2015 • Client: Das Erste, Germany • Agency: Perfect Accident Creative Services GmbH / velvet Mediendesign GmbH • Client CD: Henriette Edle von Hoessle • Client PM: Sylvia Gustat, Werner Mayer • Agency Head of Design: Martin Kett (PA), Matthias Zentner (velvet) • Creative Direction: Thomas Wernbacher (velvet), Iris Engler, Stefanie Reinhart (PA) • Account Director/Producer: Kathrin Hagenbach (PA) • Film Production: velvet Mediendesign GmbH • Director: Matthias Zentner • Producer: Oliver Loessl • Sound Logo: Florian Riedl