BNNVARA is one of the major television broadcasting companies in the Netherlands. Being a merger between the young and rebellious BNN on the one side and the more traditional ‘progressive’ VARA on the other, BNNVARA is an important content provider for the more progressive viewers of the nation. BNNVARA is a cross media platform active on TV, radio and various digital platforms such as their homepage, YouTube channels, and social media pages.


We were asked by partner Dog and Pony to help develop a new visual identity, based on their new brand story and strategy, resulting in the internal MTP (massive transformative purpose): discover, reveal, unleash
Our aim was to highlight the attitude that unites the two organisations, being the recognizable rebellious character and the sophisticated style of communication.


The BNNVARA brand will live on various platforms both online and offline. Therefor motion and sonic design were part of the design process from the very beginning. Approaching the identity as a Living Brand designed for the senses.


The fact that today’s viewers demand content to be available anytime, anywhere and on every imaginable device, lead us to our main challenge: how do we tie all these ways of experiencing BNNVARA content together?
Our solution: the BNNVARA Ecosystem. A dynamic, never-ending landscape that works for all content that created within the BNNVARA framework. A system that allows the BNNVARA content to look the same whether you watch it on your phone, tablet or television.


The logo was set out to be iconic, clean and flexible. For a brand, which main purpose is to deliver high quality content to its audience, what would a better symbol to use than the internationally recognized icon for ‘content’ (in some communities better know as the ‘hamburger menu’)? To claim that symbol in the Dutch media landscape is simply a demonstration of the rebelliousness and guts of BNNVARA.


As the identity will mostly mostly live on screen motion behaviour was a crucial part of the entire design process. We created three different variations for the three channels that are part of BNNVARA each clearly belonging to the same family but also distinctly reflecting the content tone of each particular channel. Varying from a more rebellious look for younger content to emphasizing revelation for more serious content e.g. news related.





Sonic is the perfect way to connect with the audience on an emotional level and give the BNNVARA sophisticated rebel attitude depth. Together with MethodAudio and Dog and Pony we created a distinct BNNVARA sound. The strong electronic beat forms the base of the BNNVARA sound, that is young, fast, and upbeat. Accompanying the electronic base are single instrumental tones that work well for more sophisticated content, and human short high impact sounds that work well for more rebellious expressions.

The sound logo is bold and of a deeper slightly lower tone. It is clear and crisp with three distinct beats reflecting the three brand values: discover, reveal, unleash.

The entire sonic identity is created to support and emphasize the stories that are told through motion graphics and vice versa.