RTL: United
Insight
From news to soap operas, RTL has a legacy of 68 television channels across Europe and is defined by the breadth of its content, culture and brands.
The broadcaster has grown to represent a range of shows, topics and partnerships across multiple touchpoints – united through entertainment but not identity.
Idea
The United Logo is a symbol inspired by RTL’s diverse stories, people and culture.
An evolution of the iconic primary-coloured logo, it’s dynamic and responsive to the context it is placed within. United but distinctive, it honours the past while stepping into tomorrow and celebrates entertainment’s ability to inspire people and create a more positive future.
Impact
A catalyst for transformation.
Known as a traditional broadcaster, the United Logo repositions RTL as a modern symbol of unity. Bold and iconic, it demonstrates itself as an entertainment platform with attitude, clarity and customisation as well as the freedom to truly live its values and culture of respectful diversity. Unique in the industry, it’s a future-proof symbol to accompany RTL as it strengthens its position as Europe’s leading entertainment company.
AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.