Born of a merger between BNN, a young and rebellious network, and VARA, a more traditional ‘progressive’ platform, BNNVARA is one of the biggest TV broadcasting companies in the Netherlands. Like most media broadcasters today, BNNVARA actively broadcasts content across channels such as its homepage, YouTube and social media.
Addikt partnered Dog and Pony to develop a new broadcast identity for BNNVARA based on its new brand story and strategy.
The challenge was to express the union of the parent brands while considering their individual character – a recognizable rebellious voice vs. sophisticated communication.
We created a unique BNNVARA Ecosystem: a dynamic, never-ending landscape that works for all content created within the BNNVARA framework. This system allows for content to look similar whether you watch it on your smartphone, tablet or television. As modern broadcast brands have a life online as well as offline, motion and sonic identity were part of our strategy from the onset.
As today’s viewers consume and demand content round-the-clock across screens and gadgets, the applied BNNVARA Ecosystem makes sure their experience is consistent.
The new BNNVARA identity uses the iconic and universal hamburger icon as the logo – something almost every millennial instantly recognizes as the menu icon in the digital world. By claiming the icon as BNNVARA’s logo, the young Dutch broadcast brand made a memorable statement.
The identity mostly lives on-screen, therefore motion behaviour was a crucial part of the design process. We created three variations for BNNVARA’s three channels, each belonging to the same family but distinctly reflecting their individual tone. Varying from a more rebellious look for younger content to emphasizing revelation for more serious news-related content.
To connect with the audience on an emotional level and give depth to the BNNVARA brand, together with MethodAudio and Dog and Pony we created a distinct BNNVARA sound. The strong electronic beat forms the base of the BNNVARA sound – young, fast, and upbeat. Accompanying the electronic base are single instrumental tones that work well for more sophisticated content. The sonic identity supports and enhances the stories told through motion and vice versa.