Arte rebrand, by The Partners and Lambie-Nairn

The Partners and Lambie-Nairn have collaborated to create a new visual identity for cultural TV channel Arte.

The rebrand looks to reflect Arte’s mission to be a cultural channel for all of Europe and change perceptions that it is too “highbrow” and “intellectual”, say the consultancies.

The logo has been redesigned as a magnet, mirroring Arte’s ambition to be Europe’s cultural magnet.

Each of the channel’s idents now opens with the subtle formation of a European map, which is then pulled together magnetically to create the Arte logo.

The new identity has rolled out across all touchpoints, including broadcast, digital and print.