Deutsche Welle unveils W12 Studios on-air channel branding | Infrastructure | News | Rapid TV News
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German international public broadcaster Deutsche Welle (DW) has launched a new on-air channel branding kit designed by London based digital design agency W12 Studios.

w12 DW 14jUne22018The new brand toolkit — comprising a motion design language and mnemonic, idents, on-screen graphic, and social media video treatment — uses movement to reveal contrasting story lines over time in line with DW’s corporate brand ethos called Made for Minds. The new channel branding is being rolled out globally across all four of their broadcasting languages: English, Spanish, Arabic and German. It will be rolled out across the DW broadcast, digital and social media ecosystem.

The W12 solution is based on building blocks that can be applied across all of DW’s distribution channels from on air, social to mobile web. W12 Studios developed what it called a vocabulary of continuous motion from right to left that reveals content over time.

As time progresses new content is revealed to resemble a timeline. The framework juxtaposes two clips in quick succession to invite the audience to interpret a story from multiple perspectives indicative to Deutsche Welle’s coverage approach. The controlled wipes are therefore uniquely DW.