A project that blends tradition and innovation to create a brand that is both recognizable and competitive
RAI – Visual Brand Identity
Rai responded with a reorganization of its brand identity, centered around a new logo that directly and iconically embodies the company's values and tradition.
The creative vision
frame contributed to this evolution by designing the graphic identities of Rai's channels, crafting a unique yet cohesive visual language that celebrates the company's roots while looking toward the future.
The institutional blue merges with a transparent crystal, conveying a sense of space and openness. A sky-blue background enhances the feeling of trust and authority, reflecting the essence of a cornerstone channel.
Red, a symbol of passion and energy, comes to life through fire, lava, and sparks. A fluid and contemporary identity perfectly aligned with a young and vibrant audience.
Green is reflected in a kaleidoscope of shapes and colors, evoking the diversity and countless facets of the territory. These elements, combined with the new graphic identity and coordinated logos, symbolize Rai's transition toward a more inclusive and innovative television future.
frame's contribution
Under the direction of Rai Promotion (Gianluca Veronesi, Manuela Palelli, and Davide Di Gregorio), we led the entire creative and production process, starting with an in-depth analysis of international competitors to define the parameters of a logo that would be relevant and competitive on a global scale.
Through close collaboration with Network Directors, we translated the identity of each channel into a coordinated video image, comprising station idents, logo animations, bumpers, and promo packs. The project involved motion design, 3D, and sound design teams in a process that spanned approximately one year.
The soundtrack, composed by Stefano Fresi, became an iconic jingle accompanying Rai's new logo. Frame managed the editing and release of the original music in partnership with Rai.
Rai – Spot Lancio Visual Identity 2010
Tradition and Future
This new graphic identity reaffirms Rai's rich tradition while projecting it into an ever-evolving television landscape. It stands as a testament to how innovation and heritage can coexist, redefining the language of Italian audiovisual media.
