In May 2011, zdf.kultur, the new pop-culture orientated channel of the ZDF family, was launched. The design focus is one of the playful treatments of culture. The high level of integration between the web and TV opens up new opportunities for two-way communication. The ‘Do-it-yourself’ idents present imaginative installations and actions that concern themselves with cultural topics: home-made constructions; everyday objects placed in unexpected new contexts. Following this principle, a number of labels, programme packages and the promotion design were created.
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