TeleMadrid rebrand

The star as key visual and movement axis

#TVimage #animation 

Evolution or revolution? When Comodo and Mucho got the pitch for TeleMadrid that was the key approach to tackle the project. We strongly believe in building with the heritage when the graphic foundations of a symbol are good.

We quickly realized that the star was the hero of the previous logo and that was the starting point. The star in the logo is the star of the autonomic flag. We wanted to highlight that link and take it one step further. We wanted Madrileños to be the real stars of this new chapter in TeleMadrid. So we placed the star at the center of the graphic language. The challenge was to bring back TeleMadrid as the reference media outlet for everybody in the community. The values TeleMadrid had to embrace should be visible in the Brand communication. It needed to be open, relatable and closer to the audience, interactive and inviting. Besides, it had to evolve into a transmedia Brand. The language needed to be digital and flexible. The final objective was to make Telemadrid the channel where all madileños could relate to.

In the new graphic language, all 3 brands share the star, but everyone has its own personality.

TeleMadrid aims to unite all madileños ( that’s why the arrows point at the center). LaOtra has a younger and more dynamic personality. OndaMadrid is expansive as the radio waves.

The way the color is used has also changed. The colors have moved to the background making them more visible. They are also more current and digital. The red, which will be used when no other color is possible, is the same red as of the flag of Madrid.

The new TeleMadrid is rooted in the best journalists values and news ar key to the new direction.

Tiempos typography is one designed for newspapers and gives the brand a sense of purpose.

The visual language grows from the star, The star swirls around its center. The spaces that the vectors generate in addition to the color blocking make for a very simple but powerful code. A very identifiable but almost infinite language.

The Claim, which translates for we are here for you, reflects the mission of the Madrid public broadcaster: To be at the service of the citizens of the Community of Madrid.

It is also very malleable and be used in many different ways and tones.

The way the color is used has also changed. The colors have moved to the background making them more visible. They are also more current and digital. The red, which will be used when no other color is possible, is the same red as of the flag of Madrid.

TeleMadrid is now a single Word but making the M capital M. That makes for a more iconic brand and gives the spotlight to Madrid.

The audio branding created Banjo Music is a very precise sound landscape. It takes inspiration from Madrid’s Chotis and street barrel organs. Then translates this world into the 21 first century making it remarkable, contemporary and warm.

That madrileños are the star of the broadcast is not only a strategic idea. The protagonists of the bumpers are real madrileños, real places from all over Madrid, it’s dogs, squares, plazas. Madrid is at the center of everything.

Credits
This is a project by Comodo Screen and Mucho.

Comodo Screen team:
Project direction and executive production: María Borrás
Creative directors: Abel López and Pep Prior
Animation: Francesc de Riba, Sergi Comabella, Mariane Paoletti
Production: Elena Labandeira
Music: Banjo Music