The new visual identity for Estonian Television consists of nordic minimalism, clear delivery and conceptional flexibility.
creative direction; art direction; design; animation
Title animation for a single program, 15s
The core essence of this design is to observe the course of time. A swift sweep by the watch hand can be interpreted as a literal clock or as a journey of the sun from one horizon to the next.
This curated colour palette represents the daily schedule of its content. Starting from nightime, progressing through various magentan hues til reaching the apex of the day. The process reverses throughout the evening.
Like ETV, this classical modernist typeface is clean, rational and is comprehensible by anybody.
Title animation for multiple programs, 15s
Everything you need to know is placed on the bottom-third of the image. This eliminates the possibility of interference with the actual content shown. As the sweep progresses across the screen, the hues also transition from one spectrum to the next, representing the passage of time.
The shape of the title box is akin to the contour of landscape and sea, further assessing the main theme of the compositions: you are looking at a horizon.
Title animation with the ‘new season’ promo bug, 15s