I was working on an Endboard from german TV channel VIVA and came across a change in typography.
“Hey guys, use this one instead, we’ve changed the kerning.”
Bureau Lombardo created VIVA Bureau Dreieque for VIVA´s redesign on 2011 and has since evolved with better kerning. Also diaresis, very important in german, have been redesigned to better fit the new letter block space and accents have been added. Believe me here, the kerning improvement is huuuuge.
What do you think?
VIVA, airing since 1993, suffered a rebranding of their on-air package and identity on January 2011 from the need to address a much wider public from 14 to 39 years old. The internal creative team of MTV Networks Germany, with Dinko Lacic as Creative Director, evolved the logo from bubbly shapes into perfectly sharp triangles and developed the communication campaign based on the subtleness and simplicity of the new brand revolving around triangles.
Teens still find these ages (14-29) cool, but we also didn’t want to leave out some older – younghearted people – up to 39 years old.
They wanted to keep the whole image real, touching, emotional and inspiring… rather than putting on a show of computer graphics.
To capture these moments and authenticity, we embarked with a small crew and a representative audience for our group of young people on a road trip across South Africa. We travelled together, stayed together, ate, in short, lived to thereby create the intimacy and trust, which are essential for this very real moments.
The logo is okay IMO, the “VIVA” vs reading “VAVA” doesn’t bother me because they’re giving credit to the viewer that they can make the leap from the similar old logo. As it is aimed at on-air screening, the simpler the better so this redesign points out as a win-win. Also, look at the application of it! Top left and so subtle, a lot different from the punch-you-in-the-face network branding on American TV. It is actually changing with the image, playing back through the triangles a small section of the footage (specifically from an area vertically centered, same horizontal position). Genius!
The above image shows the different show icons. I’m not quite sure about their individual quality, but as a group they make a good pack. It all depends on the usage and overall branding to pull them together, and I think they’re working.
Ahhh, zee Germans.
Are you still too used to VIVA’s old bubbly personality? Or are you ready to go all european hipster?
Agency: MTV Networks Germany
Creative Director: Dinko Lacic
Idea & Concept: Dinko Lacic, Justin Kruse, Robert Brodmüller, Andris Eglais, Joffrey Jans
Art Director: Robert Brodmüller, Justin Kruse
VP Marketing & Communications: Imke Deigner
Head of Marketing: Vivien Hucke
Regie: Laurence Ellis, Dinko Lacic, Robert Brodmüller
Photography: Laurence Ellis
Font & Logos: Bureau Lombardo
Post Production: Justin Kruse, Robert Brodmüller, Joffrey Jans
Executive Producer: Patrick Skerlec
Production Company: Good Guys Entertainment
Music: The Naked & Famous