Attracting new audiences with a new brand.

ARTE

#### IN BRIEF

 
ARTE is a Franco-German television network promoting culture and the arts. Since its creation in 1991, the public channel has stood for cultural diversity and multilingualism, offering high-quality programmes to 60% of Europeans in their native language.

 
With a remit to be Europe’s leading culture channel, ARTE gathers content together with unique micro-trends, and broadcasts these programmes across Europe to an audience of 25.7 million viewers a month.

 
Our brief was to build a connection between the channel and a younger audience, without alienating its established viewership.

 
We recognised that ARTE needed a system that could create contrast and pace for an engaging and entertaining experience. So we used ARTE’s diverse content as inspiration.

 
**25.7m** viewers per month

 
**6** broadcasting languages

 
**70%** of Europeans viewing in their native language

 
#### WHAT WE DID

 
We worked closely with Cécile Chavepayre, ARTE’s creative director, to develop a strategy that brings unity across the brand in a flexible system.

 
Inspired by the observation that ARTE gathers and curates all of Europe’s culture, we developed a brand idea that positioned ARTE as Europe’s cultural magnet. Combining magnetism with art, we created a visual identity that reimagines the ARTE logo as a magnet. Text and various objects are pulled across screen in the idents, promos and stings to draw in a viewer’s attention. A forest of snow-covered trees bending forward in unison. Paint pulled out of a still life masterpiece. Words dragged straight off the page of a novel. The perfect morsel of entertainment in between shows.

 
> "ARTE now has an idea that brings unity across our brand and also gives us the freedom to represent the breadth of our content."
>
> *– Cécile Chavepayre, Creative Director, Arte*

 
The idea was applied across all of ARTE’s touch points, from broadcast to print, each animation telling its own story with a touch of wit and charm, and an injection of warmth. Sound design brought animations to life reflecting the magnetic tension and underpinning the moving-images.

 
The work was awarded a D&AD Pencil and, most importantly of all, the idea resonated equally well with our clients in France and Germany alike.

 
We continue to work with ARTE today.

D&AD Awards 
*Wood Pencil*

 
Brand Impact Awards 
*Winner*

 
German Design Awards 
*Gold*

 
EEOFE 
*3 Winner*

 
WPPED Cream Awards 
*Crème de la Crème* 
*Winner*

Europe's culture magnet.

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viewers per month

25.7m

of Europeans have access to programmes in their native language

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Inspired by the observation that ARTE gathers and curates all of Europe’s culture, we developed a brand idea that positioned ARTE as Europe’s cultural magnet. Combining magnetism with art, we created a visual identity that reimagines the ARTE logo as a magnet.

Design Bridge and Partners | ARTE

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Design Bridge is now Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

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ARTE

Attracting new audiences with a new brand.