One brand, endless possibilities

14.06.2021, Germany/Luxembourg, RTL Group

RTL presents its new multicoloured brand identity with a comprehensive redesign and repositioning to strengthen RTL as Europe’s leading entertainment brand. The rollout of the new brand will start in the second half of 2021 at RTL Group and RTL Deutschland. 

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On 14 June, RTL Group unveiled the new identity and design for its core brand RTL. The comprehensive redesign and repositioning will strengthen RTL as Europe’s leading entertainment brand. The focus is on one unified RTL brand that stands for positive entertainment and independent journalism, as well as inspiration, energy and attitude. As part of this transformation in creating a strong consumer brand, the rapidly growing German streaming service TV Now will become RTL+ by end of 2021. RTL Group will remain a house of brands with Fremantle, Vox and NTV, among others, continuing to use their individual branding.


The new RTL brand identity was presented on 14 June 2021 to the Group’s employees and to advertisers, partners and journalists at Screenforce Days 2021, Germany’s largest annual TV event. The management team of RTL Deutschland explained how the new brand strategy will be pivotal in boosting the digital transformation of the business and repositioning its content offers to promote diversity, relevance and cohesion. For example, the main channel RTL Television will offer more information programmes in its daytime and primetime schedule and launch new entertainment shows for the whole family.

By making use of an endless variety of colours, the new multicoloured logo is unique in Europe’s media landscape. The innovative modernisation of the three-coloured rectangular logo of RTL Television follows the simple rule: content defines the brand. The colours of the new logo are adapted to promote different topics and partnerships in various contexts, thereby reflecting the diversity of RTL’s content and people. The branding allows users, employees and partners to create their personal RTL logo – a strong statement for consumer centricity and involvement.

Thomas Rabe

Thomas Rabe, CEO of RTL Group, says: “We are furthering the transformation of RTL from a traditional broadcast brand to a leading entertainment brand across all digital platforms. The repositioning and redesign of RTL is part of our response to technological innovations and profound changes in the media landscape and the societies we operate in. We combine the power of a one-brand strategy with the endless customisation possibilities of the digital world – the perfect solution to promote the diversity of RTL Group’s portfolio, content and people.”


Oliver Fahlbusch

Oliver Fahlbusch, Executive Vice President Communications & Investor Relations, RTL Group, says: “Today’s unveiling of the new RTL branding is the result of an intense and exciting journey, in which I would like to thank my team and the team at RTL Deutschland for the great collaboration. From the beginning, we all shared the same vision: to future-proof and strengthen RTL, our most-valued and longest-standing brand. We are thrilled to see the new branding come to life!”

The rollout of the new branding will start in the second half of 2021 at RTL Group and Mediengruppe RTL Deutschland, the Group’s largest business unit. As part of the project, Mediengruppe RTL Deutschland will become RTL Deutschland.

The re-positioning of RTL was jointly developed by the marketing teams at RTL Group and RTL Deutschland, with the support of transformation advisor Caroline Seifert. The new design was created by the design team at RTL Deutschland, in close collaboration with the design and innovation agency AKQA (UK/Sweden).