Clear won a competitive pitch to rebrand one of Australia's most respected, important and informative broadcasters – ABC Radio National. The brief was to develop an identity and visual language for Radio National to reflect a complete station refresh and on air re-positioning. The new identity would connect to a younger demographic to engage and encourage trial and consideration and further, the work needed to provide a design solution to take Radio National beyond its analogue heritage and into digital, online and mobile.
Through collaborative Brand Immersion sessions in Sydney and Melbourne we worked with an experienced and passionate ABC team to determine the brand positioning for Radio National. This informed the on air and campaign tagline – Radio National: Your World Unfolding. The logo and identity better aligns the ABC endorsing brand with an updated Radio National marque and acknowledges and utilises the ABC Crown Device. The graphic palette developed was inspired by the Commonwealth Star of Australia – a seven sided shape where six sides represent each state and the seventh all current and future territories. The seven sided shape works as an interlocking device to reflect a diverse and networked broadcaster connecting with communities and exploring many topics and stories. Colour was used to delineate subject genres and assist with navigation online. The end result is a flexible design system easily applied across traditional, analogue and digital environments.
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