When TV 2 first appeared on screens in Danish living rooms in the 80s, it was one TV station with one channel. Today, TV 2 is a digital media company that meets its audience on the move, in queues, during breaks, or at home on several different screens at the same time.

This new reality means that TV 2 needed a visual identity to create cohesion, accelerate their digital transformation and support their position as a media company. The toolbox is unifying, distinctive and always dynamic. It encompasses new logos, typography, colours, motion and iconography that embraces and supports all of TV 2s brands and audiences.

Our approach to the iconic logo was to evolve a symbol known and loved by all Danes. We leaned into its status as a symbol and updated the logo to become a holistic shape that’s recognisable in its own right and stands out on top of various content. A combination of its new container and new typeface, the logo forms the base of a new system that’s ready to meet TV 2s digital future.

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