NPO2 - The in-depth channel
You can’t watch TV in the Netherlands for long without coming across NPO 2. As the in-depth channel of the Dutch Public Broadcasting (NPO), it is impactful, independent, and socially engaged. Offering a window to the world, it challenges viewers to think critically and provides context on political and societal developments. To enhance its visibility across multiple platforms, NPO chose us as their partner in developing a new station branding.
Challenge & Strategy
How do you translate depth, insight, and perspective into a recognizable visual language? From the very beginning, we were involved in strategic sessions with NPO and Total Identity. The key insight: the depth that defines NPO 2 had to be present in every element of the branding. This led to a design system that puts content at the center. Impactful imagery, a restrained color palette, and an elegant visual style ensure that the branding remains both recognizable and timeless. The identity integrates seamlessly with the other NPO channels while clearly and consistently reflecting the core values of NPO 2.
Concept
The station branding focuses on the power of content. Documentaries, journalism, game shows, and art & culture programming are given space to breathe through strong photography and a refined visual style. A distinctive typography and subtle animations emphasize the layered storytelling that defines NPO 2. The interplay between static and dynamic elements ensures a branding that exudes calm, yet is flexible enough to accommodate different formats.
Result
The new station branding created a recognizable and cohesive presence across all platforms. The design integrates seamlessly with other NPO channels while clearly conveying the identity of NPO 2. The distinctive style, across image, sound, and motion, sets NPO 2 apart, with a dynamic graphic system that ensures a strong and timeless brand.
