africa journal "part 1"
The Brief:
To adapt the Brand Identity that we originally created for Reuters Television to create a title and credit
The Discussion:
We had to consider the requirements of the Brand/Marketing department as well as those of the Programme makers. The two had very differing requirements. We liaised between Africa and the UK to develop a look-and-feel that made everyone happy.
The Concept:
Taking the arrow concept into a specific requirement. The arrow represents the brand traversing the african continent, showing the coverage of the show. Using the circle motif throughout, which is one of the core visual expressions of the brand.
The Result:
We successfully created an identity sting that was both unique and maintained the brand image of the generic television idents.
"I just saw the final sting that you created for Reuters Africa Journal and wanted to say that it works wonderfully well. It is both true to the brand and sensitive to the programme's audience. I wasn't sure that we would find this difficult balance, but you have met the challenge and I have no doubt that the result will enhance the Reuters brand in the eyes of millions of people across the African continent."
(ALEX HUNGATE Chief Marketing Officer Reuters)
"Big congratulations are in order for all the hard work that went into this week's show. It was the first show with the new AJ graphics, which were produced with a lot of creativity, dedication and patience by The Refinery (Films) Ltd. in London...we love the new look and the new sound."
(NINA SCHWENDEMANN Senior Producer, Africa Journal)