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BY Armin

E-nvigorating Radio and TV in España

RTVE Logo, Before and After

Corporation RTVE (Radio Televisión Española, Spanish Radio Television) is the organization in charge of Spain’s public radio and television; running eight TV channels, six radio stations and an internet portal. Over the weekend RTVE unveiled a new identity for their corporation as well as a cohesive family of brands for their TV, radio and internet properties.

RTVE Family, Before and After

Designed by SUMMA, the logos are unified through custom typography and subtle gradients, as well as the slightly beefier “e” that stands for España. While in other identities the roundy and gradient choices would have simply been part of this ever growing trend, SUMMA does a good job in rationalizing their execution:

The new corporate identity is based in the concept of light that spreads in all colors of the spectrum. Light symbolizes life, energy, warmth, passion and movement. The goal is to be affectionate and friendly and stablish a strong bond with the audience, but also technological and modern.

Like a moth to the light, I am very attracted to this new identity. There is indeed something very warm and friendly about it, and at the same time feels fresh and rejuvenated — I would be remiss to say that the overall work does feel like something the offspring of Wolff Olins and Siegel+Gale would have produced… but that is certainly not a bad thing. The logos are also meant to be in fluid motion, specially the ones for TV, further solidifying the idea of light and energy.

Additional applications of the identity.

As a sidebar, I wanted to point out something that caught my eye in their press release — sorry, it’s in Spanish — as an elegant way of describing a rebranding.

In Spanish it states:
No se trata de un cambio de símbolo, sino del símbolo de un cambio.

In English it translates to:
This is not about the change of a symbol, but about the symbolism of change.

And I will leave you with that. What can I say? I’m a sucker for design poetry.

Entry Information

DATE: Jun.11.2008|CAT: Media| 35


Comments Jump to Most Recent Comment

Jerome’s comment is:

I totally second you on their PR quote, it's just brilliant. They might even have used this sentence only :).

On Jun.11.2008 at 10:29 PM

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Alexander Brausewetter’s comment is:

What's the song playing in the video?

On Jun.12.2008 at 03:20 AM

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Alexander Brausewetter’s comment is:

Okay, answering my own question here but if anybody else is interested, it's The Magic Numbers – Take a Chance.

On Jun.12.2008 at 03:29 AM

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Plamen’s comment is:

When does it go live?

Sure, it's warmer and friendlier, but then we have lost one of the identities that I really liked and found unique (which the new one is not).

On Jun.12.2008 at 03:30 AM

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Rocío Martinavarro’s comment is:

The corporation has many logos right now, all with a different look. There is no consistency whatsoever. With the new identity, SUMMA is developing a design system and strategy that will make the mother brands stronger by unifying the style and conceptual approach, so that RTVE becomes a quality/guarantee seal instead of just an institutional corporation behing the scenes.

The new identity will be aired in September with the new season.

On Jun.12.2008 at 03:58 AM

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Anonymous’s comment is:

I am a fan.

On Jun.12.2008 at 04:05 AM

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rob’s comment is:

It just reminds me of a cheap version of Yoigo (spanish internet and mobile provider by saffron)

The old logo was ugly but a least it was memorable!

On Jun.12.2008 at 08:25 AM

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Anonymous’s comment is:

What a pitty :( Some identities shoudnt change. Spain has just lost some part of his graphic patrimony. I wait they are not thinking also about changing Osborne's Bull.

On Jun.12.2008 at 08:57 AM

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Ben’s comment is:

The old one was not that trendy, but easily recognizable. it has a lot more character, kind of like an ugly dog that you cant help but toss a bite to. The new one looks like a billion other "new" logos out there to get lost among- It's nice, sleek, new, but easily brushed over.

On Jun.12.2008 at 09:03 AM

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neil’s comment is:

I'm a fan of the old logo, the new one has no real character. They rationalized it, yes, but the logo just looks generic.

On Jun.12.2008 at 09:58 AM

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Julio Gorgé’s comment is:

As a spaniard, I don't like the new logo.

It's not a bad logo, but I don't feel like it suits RTVE. The blue and white TVE symbol belongs already to Spain's history, as it was the first and only TV channel for many years.

I, for one, will miss it.

On Jun.12.2008 at 10:05 AM

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David Sanchez’s comment is:

Very Euro. Simplemente brutal.

On Jun.12.2008 at 10:18 AM

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arnoldp’s comment is:

There is something a little weird about the stretched out "e", but I love the simplicity of the logo, and even when it has a gradient, IS NOT 3D!!! thank goodness.

On Jun.12.2008 at 10:23 AM

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Daniel Campos’s comment is:


On Jun.12.2008 at 12:13 PM

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mongoose’s comment is:

It all hinges on that being a really good 'e'. And that's a really good 'e'. The gradients are warm and fuzzy, and the letters flow nicely together.. rt, rn, etc. Good points for a really good font, that takes it from potentially bland into tidy.

On Jun.12.2008 at 03:23 PM

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ScottS’s comment is:

I like the video but not the logo. The soft, rounded letters just seem a bit too playful/juvenile (think Teletubbies or Oreo's Cakesters) for a media outlet. But since their "goal is to be affectionate and friendly," I think this does the trick. This calls to mind the soft, rounded, gradient-laden logo previously posted for "MobileMe". Guess that's the look to go for when you want to appear friendly and approachable and appeal to the masses. I'll have to keep that in mind for my next logo gig.

On Jun.12.2008 at 03:44 PM

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Alexander’s comment is:

I'm a bit amazed that they finally changed it. The edgy rtve logo has been around for more than 30 years, if the commentators on this test card video have it right.

On Jun.12.2008 at 05:58 PM

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marko savic’s comment is:

I like it. But I can feel what some Spaniards are saying about it being too much a part of the national cultural identity to change, if the CBC changed their logo I would cry.

On Jun.13.2008 at 02:41 AM

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john’s comment is:

This is not about the change of a symbol, but about the symbolism of change.

What, so they're voting for Obama?

On Jun.16.2008 at 09:34 AM

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Frank’s comment is:

The new logo is just another poor Web 2.0 "improvement" with the usual round corners, gradients etc.Not meaningful or unique at all.The accompanying marketing rationale, as usual with many 2.0 logos is nonsense.So the new identity is "based on the concept of light" just because it has gradients ?!

Yeah, sure.Pretty obvious.

So i guess the gradient in this case is so different from the other gazillions of shiny 2.0 logos out there that it totally distinguishes itself from those so that the "light" meaning behind the logo hits you right in the face...not.

On Jun.17.2008 at 03:34 PM

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Rocio’s comment is:

Frank, these are just the four motherbrand logos, placed out of context. There are still 8 tv channel station logos and all of their applications designed with the same concept, but they won't be aired until september. Do you really think anyone would develope a rationale on "light" for such a big company based on a simple color gradient? Come on, dive a little deeper.

On Jun.18.2008 at 04:04 AM

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Frank’s comment is:


Well seems their new identity system is indeed based on gradients.I'm not too sure i would call that a "concept".

As for the logos "placed out of context" - last time i checked i'm pretty sure one of the main tasks of a logo was that it has to work anywhere (in AND out of context), and if it fails to accomplish that it's not a good logo.

Simple as that.

The reason for that is that there are many situations where a logo is placed within a "hostile" (=out of context) environment so in those cases the logo has to bring across the message itself.But this logo fails to do that because of its generic nature and the lack of uniqueness.Sure, it works in the animated trailer above but almost any type-based logo would work in that environment.

The question in regards of the quality of the logo itself really is: Can it stand on its own in any given cirumstances ?

I think it can't.

On Jun.19.2008 at 11:31 AM

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Rocio’s comment is:

I was not debating the quality of the logos, but simply saying that the "accompanying marketing rationale" is meant for the whole visual identity on tv, which hasn't been released yet, and not just for the logos you are looking at here.

On Jun.19.2008 at 01:09 PM

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Steve’s comment is:

In my eyes it seems a successful rebrand.

Interesting to hear dissenting voices from within Spain, where the emotional attachment to the old logo must be stronger. I wonder if it could have been more of an evolution of the existing, but certainly the approachability and personality come shining through.

Love the quote on rebranding.

On Jun.30.2008 at 06:29 AM

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Joseph Maguire’s comment is:

You know what neither of these marks are very readable. And I don't like either of them. So I really can't tell if the switch helped but I have no idea what they do and frankly they could have used more communication in their typography to explain that to someone who has never heard of their brand before.

On Jul.10.2008 at 05:25 PM

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Pablo’s comment is:

mmm.. no me gusta, it looks like yoghurt packaging :(

On Jul.14.2008 at 12:32 PM

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Luis’s comment is:

Too trendy, it will die very soon, the reason it will burn fast by being every day on the TV.

On Jul.14.2008 at 12:35 PM

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Roberto’s comment is:

New rtve broadcast design preview

On Aug.30.2008 at 01:46 PM

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José’s comment is:

logos designed for rtve tv channels

On Aug.30.2008 at 02:01 PM

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sand’s comment is:

new tve channel brands, before and after.

On Aug.31.2008 at 06:33 PM

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Roberto’s comment is:

This logos are made to the channels on-screen symbols, the new tve logo flashes and change before 2 seconds on this ones.

On Sep.01.2008 at 04:10 AM

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Just’s comment is:

First congrats to summa for this great work.

But please allowed me to think out.

As Spain is finally embracing the new century and its simbols are also falling apart. Let me explain it.

This new brand (a very old brand fixed in the minds of the spanish population) remains me of the Renfe's new corporate identity made by Interbrand.

Renfe, the national railroad system, changed its corporate identity because of the new regulation in the EU. Entering into a new economic model this company was planned to be divided into two diferent companies. more lighters, and smallers.

Alberto Corazon made during the eighties one of the greatest and finnest works for the new brand identity and coporate identity to Renfe, and Renfe Cercanias adapting the traditional brand to new times. He was the first european to receive the NY Arts Director Club's award, along with the British Design, the Design council intl...

The new rebranding of renfe (www.renfe.es) response to the need to make the new division of the company look cheaper. Interbrand said this: "Its objective was clear: to relaunch a dynamic and flexible brand that would be more recognizable in the Iberian market." LOL. More recognizable? LOL.

Changing one "national symbol" dramatically can make easier selling that company on the public eyes.

RTVE? RTVE is the "public" broadcasting system so i guess there's a political point of view for this new brand system, which it's quite good from a graphic or brand design... RTVE is losing tons of millions each year and the channel is losing audience for new private channels more flexibles. For me, it looks like they are making "new brands" of one brand.

We'll see the results.

On Oct.07.2008 at 10:54 AM

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Mark’s comment is:

certainly not horrendous.

On Nov.09.2008 at 11:31 PM

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Andy’s comment is:

I like the new logo because is clean.

PD: Delete the spam comments please.

On Dec.08.2008 at 03:18 PM

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film seyret’s comment is:

thanks man

On Apr.14.2009 at 05:57 PM

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As we move into a new chapter of Brand New — and a new commenting mechanism — all posts published before June 2009 have been closed for comments.

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