Last March the Spanish media company Antenna3 announced that, after mergers, acquisitions and adjustments, the group was much more than a trio, so that they decided to chage the corporate identity of Antena3 into Atresmedia.
Then the visual development of this sort of corporate manifesto by one of the most important media groups in Spain.
On 6th March (split between two equal into 3) it was premiered the new Atresmedia brand based in the triangle, geometric figure with three sides, three angles and three vertex that fold up and unfold almost to the infinite in a truly organic way. In the way of a widely diversified Japanese holding or in the nature similar to any unicellular living form colony with an infinite capacity to get adapted to the environment and grow.
An “origami” brand ” that transforms the classical corset of an umbrella brand into a visually organic and flexible “holding” brand.
Far from searching beyond the borders of the brand’s home, this work has been cooked in the own stoves of the audiovisual group.
The Director of Image and Creativity of Atresmedia, Juan Ramón Martín Muñoz, is responsible for the new image. Muñoz has worked from the inside, along with his team, declining the identity and basic orange triangular shape into in an endless number of applications and different modalities.
Although Atresmedia retains that orange corporate color of Antena3, the new “origami” logo takes on a different hue in every fold and adopts various colors, one different for each business field of the group: Atresmendia Television, Atresmedia Radio, Atresmedia Digital, Atresmedia Advertising and Atresmedia Cinema.
In addition to the the mentioned business areas they get subsumed into the folds of the new triangular “origami” brand the following companies and entities belonging to the group: the Antena3 Foundation, the production company specialising in branded content See-T, the technological solutions company I+3 and the CSR actions (Ponle freno, El estirón, Hazte eco), etc.
Only the attraction power and the distinctive character reached among the public by some major brands of the group such as Antenna 3, Onda Cero, La Sexta or Europa FM, have kept a bit aside being subsumed into the triangle of the thousand folds. Only these brands maintain their own corporate identity within a media group that has managed to escape, at least in a viasual way, from the usually miscellaneous character of the umbrella brand through the “origami” concept.
Image over the headline.- Caption of the video launching the new visual identity and brand for former Antena 3, now Atresmedia.© Atresmedia.
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Video launching the new visual identity and brand for former Antena 3, now Atresmedia.© Atresmedia.
