Anything but quiet.
Axel Springer has developed into Europe's leading digital publisher and a global media and technology company. This transformation is staged in the new corporate design as well as with new sound and motion design.
At the heart of the repositioning is the belief in freedom: committed to freedom. An attitude that goes back to the founder Axel Springer. The creative entrepreneurship needed to realize this vision is embodied in the new corporate design of superunion Berlin by the dynamic logo, the bold colors and the "Impuls" - a line with flexible textual content.
Our task was to express this transformation and clear attitude through sound and animation.
Audio branding that speaks for itself.
The sound is directly inspired by the spoken word of the founder Axel Springer. We used excerpts from different recordings of his voice to translate them into a percussive rhythm. Words, syllables, letters are reinterpreted by the percussion and lend power and emphasis to the spoken word.
Drums – as punchy as a punchline.
The drums are the dominant element in Axel Springer's sound. Its dynamism, expressiveness and conciseness perfectly match the positioning of the brand. The resulting rhythm is unpredictable and rebellious. Depending on the content and the melody of the language, the speed, beat and even the complete structure change. This creates a sonic language with the power of a punchline that connects the company with its pioneering founder.
Ba-dum-ts.
The Audio Logo takes the concept to the extreme: here, the drums intonate the words "Axel Springer" letter by letter in a rapid rhythmic sequence. This brings the dynamic, self-confident character of the brand to life.
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The Axel Springer Audio logo gives voice to the rapid transformation of the company and shows its clear, confrontational stance.
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Based on the sound concept, we have produced pieces of music for Axel Springer that serve the different tonalities of various film formats - from serious reporting to a high-octane commercial. Each piece of music is available in 5 intensity levels, from subtle and restrained to dynamic and driving. This makes it possible to put together soundtracks for any film dramaturgy.
Inspired by the precise and powerful corporate design, we developed motion design elements and principles that are decisive for all moving media at Axel Springer. The motion design can be seen in the launch film, which was created in close cooperation with Superunion and sets the scene for the new brand presence, including sound and animation.
The corporate design is not only loud, colourful and fast, but also clear and straightforward. That's why we have consistently dispensed with all decorative effects and worked almost exclusively with hard cuts. Fonts are inserted character by character or syllable by syllable, there are simply no transitions. This makes the speed of the industry clear, which Axel Springer stands for like no other company.
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The symbolic underline at the top of headlines and titles is central to the corporate design. This so-called impulse illustrates the act of writing and the pioneering role that the Group plays in numerous subject areas.the impulse is also an important element in motion design: like the cursor in writing programs, it precedes content that fades in step by step and at irregular intervals. This brings the creative writing process to life before the viewer's eyes.
A high degree of freedom.
Freedom is just as important in motion design as it is in corporate philosophy. Here, freedom means turning away from rigid design concepts and too many rules. In concrete terms, this means maximum dynamism and conspicuousness combined with maximum design freedom. In this way, the impulse becomes a flexible design element that can be used in a variety of ways - from informative to staging.
The Axel Springer company is changing: courageously, resolutely and consistently. Thanks to the new corporate design, motion design and audio branding, this can now be seen and heard.
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