To create the brand identity for Monaco’s first public TV channel, TV Monaco, Paris-based design agency Gédéon stole a simple symbol, the rhombus, and a bright color, red, from the principality’s coat of arms. From there, it designed an entire brand identity and graphics language for the upstart channel.
![](https://oldbrief.promax.org/images/uploads/Coat_of_arms_of_Monaco_%28version%29.jpg)
Along with being a TV channel, TVMonaco is also a platform and an app, leading Gédéon to design the identity from a digital-first point of view.
The rhombus – which, when animated, becomes a square or a diamond – “provides a graphic language that brings depth, dynamism and surprise,” according to the Promax Europe 202o Agency of the Year. The rhombus becomes a background motion graphics element in some of the idents, with lines radiating outward to give images a mosaic look.
Turning the rhombus allowed Gédéon to adapt the motion graphics to any ratio and format from the 16:9 of most TV screens to the vertical positioning of TikTok and Reels and the square of Instagram posts.
![](https://oldbrief.promax.org/images/uploads/inline-tv-monaco-gedeon-verts.jpg)
Gédéon also drew from the idea of the rhombus for the channel’s logo design, giving the “M” a distinctive and angular look, while the “O”s are perfectly round and a little out-sized. The logo also features the channel’s signature bright red.
At the heart of TVMonaco’s new brand is environmental stewardship, while the channel focuses on four key pillars: news, environment, sports and lifestyle.
![](https://oldbrief.promax.org/images/uploads/inline-tv-monaco-gedeon-four-pillars_1.jpg)
Along with the new on-air and online brand identity, Gédéon also produced press kits, digital banners, digital out-of-home, merch and posters to be used off air, including in Monaco, nearby towns and in the airport.
![](https://oldbrief.promax.org/images/uploads/inline-tv-monaco-gedeon-ooh.jpg)
TV Monaco premiered on September 1.
CREDITS
Client: TV Monaco
Agency: Gédéon
Director: Nicolas Famery
Producers: Emmanuelle Lacaze, Eglantine Guitard
Copywriter: Jean-Paul Gonçalves
Art Director: Lazare Bessière
Motion Designers: Baptiste Chomiol, Marine Bourdon, Loïc Losco
Tags: brand identity gédéon tv monaco