The core of the rebrand for BR Fernsehen is its new, centered station logo. It serves as a visual “haven” around which clear, informative navigation elements are placed. This strengthens BR’s station identification, underscoring its role as a trusted companion around the clock. The new branding yields the spotlight to the content. Its design is understated, pure, timeless and informative. The idents are a celebration of people and their favorite places – without any kitschy postcard charm. It offers a wider perspective on Bavaria: first, by including places that don’t meet typical expectations. And second, by presenting new, fascinating takes on the typical Bavaria images.