Title : Hellenic Broadcasting Corporation (ERT)
Year : 2020
Client : ERT SA
Services : Brand Strategy,
The Hellenic Broadcasting Corporation (ERT) was launched in 1938. Since then, it has gone on to become a major national network in Greece, comprising of four state channels, ERT1, ERT2, ERT3 and ERT Sports, as well as on-demand platforms. In 2019, following a new programming strategy and change of direction, ERT was looking at relaunching its visual identity across all its brands with a view to revitalising its reputation amid growing competition from the country’s commercial networks. As such, the objective was to create a modern and dynamic visual identity aiming at positioning the Broadcaster as a forward-thinking, exciting and diverse brand while also reflecting its rich heritage and new dynamic role that it seeks to play nationally and internationally.
Creative Director Nikos Georgopoulos and his team, pitched to create the new brand identity, station idents and advertising, proposing a solution that reinstates ERT’s hidden glory while welcoming audiences in the future.
The vast majority of the Greek population has lost confidence in ERT because it perceived the network as an extension of the government and its public services. As such, the biggest challenge was to reintroduce ERT as an independent brand. ‘Our approach was to make people fall in love with ERT by opening its vast archive and using it in order to inform people regarding its superiority. By introducing an accent to the ‘E’, we suggested that ‘ERT’ is a brand name and not initials. What is more, the accent in the logo suggests the brand’s Greekness. The colour palette is a contemporary reinterpretation of ERT’s original branding from the 70s’. To expand on the new brand idea and positioning, Nikos commissioned London-based type foundry, Dalton Mag to create a new brand typeface that would be used exclusively by ERT across all its on-screen and off-screen branding. ERT Sans, is a variable font that draws upon industrial lettering, popular during the golden age of Greek advertising and industrial boom in the early 1980s. The bumpers for each channel is a collage of new footage and archival material, illustrating that the brand’s rich heritage is in constant dialogue with contemporary culture.’