Kemistry has been appointed by Dutch national broadcaster Publieke Omroep to rename and rebrand the public service company.
The consultancy has been briefed to redesign the corporate marque and all the radio logos for Omroep, as well as design 18 additional idents for the Nederland 1, 2 and 3 channels, which were rebranded by the group following a four-way pitch process earlier this year.
According to Kemistry operations director Omar Honigh-Csizmadia, the branding project ‘involves politics and lots of stakeholders’.
Unlike most European countries, which have a single national corporation, the Dutch public service broadcasting system is provided by a range of member-based broadcasting associations.
According to Kemistry director of production Ricky Churchill, the brief is to create a ‘sense of order’ across all of the broadcaster’s output by developing a clear ‘overbrand’. This identity will then be applied to the various levels of programming, spanning radio, television and the Internet.