LRT Media Group has presented an updated LRT visual identity and new logos for all seven of its channels. This week, TV viewers, radio listeners and online news readers discovered new logos, linked to a special campaign with the slogan: “Important things change, the most important ones remain”.
“The updated logos are an expression of a growing, diverse, open and modern public service broadcaster, reflecting LRT’s core objectives – to inform, to create, to unite,” says Monika Garbačiauskaitė-Budrienė, director general of LRT. “We couldn’t achieve these goals without the people of Lithuania, who always turn to the public broadcaster at the most important moments, or the many professional creators and reliable partners. Together, we have been changing, modernising, looking for new forms of content, new ways to reach our audience. However, what’s most valuable about LRT remains the same: LRT will continue to strive to remain the most reliable and educating broadcaster.”
In order to stay on top of things, LRT has implemented a number of qualitative changes over the last few years: strengthened its news services, updated television programming, original content, quality films. LRT has revamped all three of its radio stations, expanded its online news service LRT.lt, where information is provided not only in Lithuanian, but also in English, Russian, Ukrainian. A wealth of video and audio content is uploaded every week.
These changes in content need to be accompanied by a more modern visual identity that better captures modern LRT and its audience. However, the most important things remain the same – LRT is a public service broadcaster that faithfully carries out its mission for the Lithuanian people. This is the message of the campaign “Important things change, the most important ones remain”.
At the centre of the campaign is a video featuring real people with real stories: every one of them has dreams or concerns that seem important today, but may not be tomorrow, while the most important things last a long time.
The campaign video features seven short stories. The creative team talked to each of their heroes before filming and asked two questions: what is important and what is most important to you? Their answers are in the campaign video.
“LRT’s new visual identity also reflects important changes that LRT is undergoing today, without, however, affecting its essence,” says Rūta Putnikienė, head of the Communications and Marketing Department. “Until now, our brand architecture has allowed LRT channels to be linked together and communicate their belonging to the public broadcaster, but has hindered the brand recognition of individual LRT channels, has not sufficiently revealed their diversity.”
The new visual identity has been developed for the LRT Group as a whole and its individual channels: LRT TELEVIZIJA, LRT PLIUS, LRT LITUANICA, LRT RADIJAS, LRT KLASIKA, LRT OPUS and LRT.lt. The last time that LRT updated its brand was in 2012.
The update of LRT’s visual identity was carried out in cooperation with the creative agency Not Perfect.
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