Lucas Aritz


RTL United


RTL Group Deutschland

About the project

RTL Group (1924) is a leading entertainment company across broadcast, streaming, and digital content with a legacy of 68 television channels, nine streaming services and 36 radio stations across Europe.

The company has grown to represent a range of programmes, themes and partnerships across multiple touchpoints, all united by entertainment but not by a common identity. I was approached to join the Branding Team to work on the re-design of the overall design and strategy of RTL, with the aim of transforming it from a traditional broadcast company to a content, technology and data powerhouse.  

The goal was to make RTL a catalyst for transformation, making the brand a modern symbol of unity.  United but distinct, we wanted to honour the past while stepping into tomorrow and celebrating entertainment's ability to inspire people and lay the foundations for a more inclusive future.

I was part of RTL's Brand Design Team, as a Freelance Designer, with Frederik Geisler as Creative Director. The project was developed in collaboration with AKQA London Design Agency, led by Johnny Budden, with whom we worked side by side.

- iF Award in Communication & Typography.

- GBA’22 Gold in Excellent Brand.

- ADC Germany Award in Branding.

Visit website
Exploration Title
Logo Exploration
RTL Construction
RTL colours
Colour RTL AD
Colour System
Colour variants
Content leads colour
Colour on AD
RTL United
Typography animation
Test type and icons
Type details
Type AD
Brand Design
Layout Rules
Test Layout Design
Headie One Design Editorial
Icon Selection
Type and Icon relation
RTL Channels
RTL Icons Crime
Illustration in phone
Instagram Posts
RTL Merch
RTL Office Flags