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Media / Technology
Identity
.
Experience
.
Product

As bold as one

Category
Media / Technology
Product
Channel identity
Client
ORF

ORF1 (former FS1) has been Austrias Nr. 1 TV channel since 1961. The mission of ORF 1 is simple: Broadcasting quality TV content for everyone. It was time for a new and confident take on a television identity based on new values and a clear vision. The main design principles are courage, clarity, versatility and zeitgeist.

Fig 1.
Background

ORF 1 has been accompanying Austria for decades. Hardly any brand in Austria is more versatile than ORF 1. The channel offers span from humour, entertainment, series, information, live sport events, children program to movies and Hollywood blockbusters. The channel struggled to unify the vast content under one wholistic brand and needed a flexible design system which is both functional and emotional.

ORF 1's new channel identity is the result of a sharp positioning phase and a brand promise for the future: Confident, clear and modern.

<p>ORF started in Austria in 1955.</p>
Fig 2.

ORF started in Austria in 1955.

<p>In 1961 the ORF channel was split into as FS1 (now ORF1) and FS2.</p>
Fig 3.

In 1961 the ORF channel was split into as FS1 (now ORF1) and FS2.

"We were looking for an identity that integrates into the overall ORF brand while strongly speaking for ORF 1. Bleed convinced us with their exciting solution that stood out of an international competition with many good contributers." — Lisa Totzauer, Channel manager ORF1
Approach

The biggest challenge – but also chances – for ORF 1 lie in the diversity of the program. This applies especially to the on-air design, but also on all other channels. The new design reflects exactly this diversity and offers orientation: the strong new 1-symbol, bespoke typeface and the animation concept provide the solid core of the identity. An elaborated color concept makes the extensive program offer more visible and provides a recognition feature for the audience.

<p>Image: Das Finstere Tal (2014)</p>
Fig 4.

Image: Das Finstere Tal (2014)

The 1

A radical change on the logo was the major step to expressing the brands brave and straightforward mindset.

The number 1 is the channel’s new symbol. It is clear, concise and confident. It has an architectural approach and is constructed of 4 simply stacked squares. It completes the iconic ORF-brick in the logo, but also works independently as strong and uncompromising key visual.

Fig 5.

Symbol and logo build-up.

Fig 6.
Fig 7.
Fig 8.
Fig 9.
Fig 10.

Station-id animation.

Versatility through a vivid color concept

Previously, ORF1 struggled to unify their versatile program under one visual roof. One of the main goals of the redesign was to give better orientation to the audience within the TV program. 

The new color concept supports the program structure and was developed in close cooperation with ORF1. Each color represents one thematic focus and will be used throughout the whole identity as a subtle orientation system. Additionally each category is also associated with a respective claim. The flexibility of the color scheme helps ORF1 to maintain a wholistic identity while being able to evolve in different directions.

Claim by PartlHewson.

Fig 11.

Colors overview.

<p>echt. lustig.</p>
Fig 12.

echt. lustig.

<p>echt. anders.</p>
Fig 13.

echt. anders.

<p>echt. meins.</p>
Fig 14.

echt. meins.

<p>echt. schlagfertig.</p>
Fig 15.

echt. schlagfertig.

<p>echt. daheim.</p>
Fig 16.

echt. daheim.

<p>echt. dabei.</p>
Fig 17.

echt. dabei.

<p>echt. großartig.</p>
Fig 18.

echt. großartig.

<p>echt. großes Kino.</p>
Fig 19.

echt. großes Kino.

<p>echt. filmreif.</p>
Fig 20.

echt. filmreif.

<p>echt. fesselnd.</p>
Fig 21.

echt. fesselnd.

"The simple but original new logo animation is contemporary with no 3D showmanship. It opens up a variety of key and layer variations for a homogenous audience flow. New color codes structure the program, they signal lightness and vitality without appearing cheap. The new design package is refreshingly different." — Michael Hajek, ORF-Art-Director
Fig 22.
Motion design

The on-air design is inspired by common screen interaction and motion flow on media devices. The upwards scroll is one of the key elements. It adds a contemporary look and feel to the experience. It is used for transitions, type appearance and logo animations and stands for the channels open and positive spirit.

For a fresh and clean look we also work with whitespace. This allows the colors and the brand visual to stand out. The new motion principles are followed on all dynamic content.

Fig 23.

Layout of the ORF1 main screens: navigation, packshots, special trailer, credits, station-id.

Fig 24.
Fig 25.
Fig 26.
Fig 27.
Fig 28.
Fig 29.

Sample of the animations from a trailer.

Eins Sans

The bespoke typeface Eins Sans completes our clarity approach to the identity. It is designed to accustom every need of the channels applications and adapt to all sizes and screens. With its special detailing the typeface offers maximum readability while adding extra character to the channels voice.

<p>Eins Sans weight overview</p>
Fig 30.

Eins Sans weight overview

Fig 31.
Fig 32.
Typographic details

Eins Sans gathers inspiration and personality from the iconic 1. All terminals and curvature are squared out, horizontal strokes are made wider and it has characteristic inkblocks in all joints. The inkblocks are used to increase legibility in small sizes and create personality in display applications, a dynamic trait that changes in drama throughout the weights.

Fig 33.
Fig 34.
Fig 35.
<p>Character weight river</p>
Fig 36.

Character weight river

Fig 37.

Character set

Fig 38.

Lowercase diacrits

Fig 39.

Special characters

Fig 40.
Fig 41.

Complete character set of Eins Sans Light

Social media

All modern broadcasters need to control their content across all media browsers. The social media principles designed for ORF1 utilise their content to create engaging storytelling and strengthen their brand.

Fig 42.

The motion principles are applied across medias.

Fig 43.
Fig 44.
Fig 45.
Fig 46.
Fig 47.
Fig 48.
Fig 49.
Fig 50.
Fig 51.
Fig 52.
Fig 53.
Fig 54.
Fig 55.
Fig 56.
Round-up

Clarity is key when it comes to communicating information to a wide audience. Based on this principle, all elements appear clean and harmonic on its own as well as in combination with the channels content. The new design of ORF 1 not only visually forms the new brace of the full program, but is also provides the viewers with a better orientation within the program and thus emphasises the reliability of the program. In combination with an elaborate grid and layout system, the elements work with the channels diverse content while speaking unmistakably in the voice of ORF1. 

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