Archive notice: This article was originally published on January 8, 2008. Links and embedded videos are preserved as part of the historical record.
The old channel logo has been replaced by a new one distinguished by a modern, clear and simple design. The colour scheme for presenting the daytime schedule and its TOGGOLINO preschool and TOGGO older-children brands has also been comprehensively reworked.
With the claim “For the whole family,” Super RTL had consolidated its leading position as a children’s and family channel. But the current schedule from 20:15 is no longer interesting only to parents; it appeals to all adults. The new claim “Nice to see you” and the revised primetime design take this opening into account. The transitions are fluid: adults also enjoy many early-evening series, while many films and features from the evening schedule are suitable for children and young people. This bridge between daytime and primetime is a strength of Super RTL that the redesign underscores visually. The base colour of TOGGO – a warm, friendly orange – is picked up in the on-air design for the evening schedule and supplemented by a red that conveys high value.
During daytime, the various programming areas have been visually assigned even more clearly to their target groups. To distinguish it from TOGGO, TOGGOLINO’s colour world has been given a strong green component. The TOGGO claim “Because it’s fun” is also new. It is short, memorable and makes a promise fulfilled in programming and on all other Super RTL platforms, such as the internet.
Managing Director Claude Schmit is convinced by the channel’s new design: “Our aim was to express the differences between the individual programme strands and brands without making Super RTL’s appearance inconsistent or fragmented.” The new branding, developed by the Cologne agency FEEDMEE, achieves this convincingly. The colour scheme suits the content and, considered across the whole day, appears highly harmonious despite the different accents. In addition, the new claims, with their personal and positive address to viewers, reflect Super RTL’s self-image. They come from agency castenow.communication, which also implements the branding for all off-air measures.
