TVP — Brand architecture for Poland’s public broadcaster
TVP (Telewizja Polska / Polish Television) is Poland’s public broadcaster with a broad scope of reach and an extensive organizational structure encompassing multiple channels (TVP1, TVP2, TVP3, TVP Polonia, TVP Kultura, TVP Sport, TVP Seriale, TVP Historia, TVP Info) and 16 Regional Branches.
The dynamics of media market development created thematic channels for specific audiences, while digitization demanded modern visual standards. There was no defined brand architecture, reducing the quality of image-building activities. The visually fragmented structure and individual solutions of particular units weakened TVP’s overall image. Previously undertaken identification activities did not reflect the position held by Polish Television.
We developed a comprehensive corporate brand strategy for TVP and its entire sub-brand family. This included a brand architecture concept, design of new brand marks and broadcast marks for all channels and 16 Regional Branches, visual identity designs for the corporation, sub-brands, and regional branches, internal communication programs, image management formalization, training programs, research in psychology and ergonomics of vision, a complete audit and classification of image carriers, Visual Identity System manuals, and introduction of digital branding management platforms. The result was a new brand architecture that organized the visual structure, determined sub-brand affiliations, provided modern digital tools for branding management, and increased the coherence of TVP’s communication.
