EuronewsCopied

Euronews, the multilingual pan-European news channel, had used a lowercase wordmark with a solid circle above it. In 2016 it wanted a look built for the digital age, with what it called a complete graphic overhaul of its news segments, main programmes and digital products. Broadcast and programme marketing director Grégory Samak said the aim was to reach new audiences and keep its position as the most watched news channel in Europe.

Lambie-Nairn kept the circle but put it to work. In news openers it becomes a dial, with a ring of content around the logotype; in feature and documentary titles it is built from stripes of relevant footage. Blues mark news, greens sport, and a wider set of colours other programming, with the stated goal of improving legibility and recognition on screen and off. Executive creative director Adrian Burton said news was about breadth, depth and the viewer, and described the look as a dynamic 360-degree view of the world and your place within it. The agency built idents, news openers, magazine identities, a promo toolkit and ad bumpers, and composer David Lowe wrote an audio identity.

Chief executive Michael Peters unveiled the identity at the Cannes Film Festival, and it went on air the same evening, with the claim All Views.

The circle-as-dial is a good broadcast idea: it gives a static mark a reason to move and frames content rather than decoration. But the identity is very much of its moment. Colour-coding by genre and a 360-degree metaphor were standard news-channel tools, and the result reads more like a polished package than a point of view for a channel whose claim was exactly that.