Branding for German kids news website
What I did
Vielleichterer takes complex topics and makes them relatable and easy to understand for young readers. The stories are sometimes light hearted – what can you find in your fridge? – sometimes hard hitting – explaining what’s happening in Afghanistan – which creates a challenge for the brand. How can we be positive and appealing to children while covering heavy topics with the respect they deserve?
My response was to create a flexible brand that could be both fun and, when necessary, serious. I incorporated the author Philipp Brandstädter’s photography to allow him to guide the feel of the stories he was presenting. The brand leans into the playfulness with the story headline images – making the topics dance around a central image. This light-heartedness reflects Philipp’s writing style – a huge part of his appeal to younger readers. Taking topics most adults can’t explain to each other and making them relatable to the children who wait for his stories every week.
I created the tagline Sachen Erklärt (Things Explained) as another nod to the simplicity of the Vielleichterer. Never overegging something that can be explained in a more simple way.
The brand, from the breadth of the colour palette to the flexibility of the logo, was created to ensure, no matter the story, no matter the imagery, it is always clear this is a Vielleichterer story.
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