AT5 is Amsterdam’s City News Channel. The channel has a lot of heritage and a clear focus on Amsterdam. To show the essence of AT5 we created a visual language with a large A as the visual property. The large A has become the central part of all communication. With the shape of the A we created the channel identity, flow and navigation. We used the different lines of the A to animate in and out in separate paterns. The combination of movement, colours and images provide a strong city magazine vibe that belongs to a capital as Amsterdam.