Family oriented Norwegians have a tradition of learning together, resulting in a nation of informed citizens who eagerly consume news and current affairs. With a planned extension across new platforms, the organization took the opportunity to revisit the brand.
We recommended a move away from the rather dark conservative look that had characterised the main news shows to a lighter, less formal and more conversational tone. The ‘dot’, already established as the brand icon of the main channel, was repurposed to become the ‘bringer of news’ and the central focus in all on-screen graphics including the opening titles.
The new look was carried across all 13 news regions with the intention of integrating the whole service and giving the outposts equal status with the centre in Oslo.
Against the trend, the news audience has actually grown and NRK has extended the daily Dagsraven (The Daily Review) from 30 to 45 minutes. This success has even let to the introduction of Super-Nytt (Super News) for children, a sure way of attracting and informing the next generation.
