Austria
·
2022
Custom Typography
Brand Identity
Animation Design
As part of their final exam students at my university were free to choose whatever kind of project they would be working on from the beginning of March until mid-June in their final semester. As I found my personal vocation in the creation of typefaces, I chose to create a versatile font family that would accompany the on-air design for an imaginary TV channel.
This public TV channel would broadcast within the range of Austria, Bavaria, german-speaking Switzerland, southern Tyrol, and Liechtenstein as their inhabitants share a quite similar culture and rely on mostly the same kind of televised entertainment. Following the example of other European public broadcasting companies, the TV station was split into four different channels, each focusing on a specific target group. The naming of these sub-channels would follow the straightforward system of ascending numbers accompanied by the company's name »Monto« which translates to »mountains« in Esperanto, rounding out the concept’s overall coherence. The set challenge was to create a unique typeface for each of the channels that would match its identity and correspond with the respective target audience while maintaining a uniform character between the typographic styles.
Monto one turned out to hold one of the most challenging tasks within its family, as it is directed to all viewers, regardless of their age, gender, or education following the principle of »one for all«. It would broadcast a program of general interest to the public which contains news shows, important sports events, popular music events, fictional in-house productions, and so forth.
Monto two is intended to satisfy viewers that want to be entertained by shows that aren’t too demanding and are generally easy to follow. This subchannel would also include a lot of romance movies and romcoms, thereby attaining a comparatively high female audience share.
Monto three puts a clear focus on broadcasting a program with high information value. This ranges from documentaries to news, as well as culturally valuable shows such as classical concerts like the Viennese New Year’s Concert for instance.
Monto four is directed toward a younger audience that likes to feel special and be separate from the rest. Giving teens and young adults a place for themselves can lead to an increased identity awareness of the brand Monto itself. Its program will consist of shows that are deemed »hip« by its viewers (Rick and Morty, Dexter, Superbowl, just to name a few).
The logo works as another element to add branding to the programm announcement screens by displacing the video as seen below:
