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W12 Studios designs Deutsche Welle’s new on-air branding

Toolkit consists of a motion design language and mnemonic, idents, on screen graphic, and social media video treatment

London-based digital design agency W12 Studios has created new on-air branding for German public broadcaster, Deutsche Welle.

The new brand toolkit uses movement to reveal contrasting story lines over time in line with DW’s corporate brand ethos ‘Made for Minds’. The new channel branding is being rolled out globally across all four of DW’s broadcasting languages: English, Spanish, Arabic and German.

The on air branding tool kit developed by W12 Studios has been built to be applied across all of DW’s distribution channels including on air, social and mobile web. W12 Studios developed 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.

Michael Albers, director and cofounder of W12 Studios on the project, “We’ve developed an on air identity for Deutsche Welle that allows for continuous change. Content within the idents and web video can be replaced, while maintaining a consistent brand structure and formatting. This equips DW to respond to the daily changes paramount when dealing with current affairs and a global culture.”