MDR TV Design_2007

Design concept

“UNITY IN DIVERSITY”, a new branding and design concept for MDR TV. MDR broadcasts for the states of Saxony, Saxony-Anhalt and Thuringia. Three white lines are the visual metaphor for it. These lines encounter people, they guide viewers through the program and due to their strong connection to the logo, they reflect the strong and successful relationship of people to their channel - their brand. Using a leitmotif as a basis, the sound design forms a myriad of variations and illustrates each line animation in conformity with the portrayed character. Thus, the sound is also a characterizing component of the emotional concept as a whole.