Omroep Gelderland is updating its visual identity along with the way it delivers news. The regional media holding company from the Netherlands has unveiled a new logo and a fresh corporate identity, along with redesigned apps and websites.
The overhaul extended beyond just the visual elements. The company simplified the website and app structures based on user research findings. The new layout follows the familiar logic of news services. The number of sections has been reduced to five.
At the same time, Omroep Gelderland is shifting its operational focus. The team is placing greater emphasis on the audience to better align with the residents of Gelderland’s viewing and reading habits. Acting Editor-in-Chief Maarten Fussel speaks of a commitment to online. Radio Gelderland and TV Gelderland remain important for some residents, although the public increasingly gets its news through other channels. According to the editorial team, the media group intends to follow the audience’s habits and, through this new direction, provide the younger generation with reliable and independent journalism.
The updated logo supports this shift. Marketing and Communications Manager Marike van den Hurk associates the new image with a fresh and innovative look, citing openness, connection, and accessibility as key themes. The province itself served as the source of inspiration for the identity. It is based on associations with the flag of Gelderland, rivers, heathlands, villages, and towns. The combination of these images creates a picture familiar to the region’s residents.
The previous logo combined text with a separate circular symbol. The word “omroep” was set in lowercase letters in a rounded sans-serif font, in bright orange. Next to it was a circle with a thick orange outline. Inside was a speech bubble containing the letters “gld” in purple. The entire design evoked the media environment and spoken language, making it a good fit for television and radio broadcasting.
The new version is structured differently. It is based on a large, unoutlined circle with a smooth transition from green to blue. The gradient adds depth to the logo and a soft glow. Inside the circle are large letters GLD. The font is straight, bold, and sans-serif, and the white color separates the letters from the rich background. Overall, the redesign makes the brand more concise and compact.
Omroep Gelderland has been operating since 1985 and is part of the Dutch regional public broadcasting system. The company operates television, radio, and news platforms in the province of Gelderland, covering local news, culture, sports, and the region’s public life. The growth of online platforms prompted the media holding company to overhaul its entire visual communication. The connection to the regional identity was preserved. The color and shape of the new logo echo the province’s visual codes and earlier versions, ensuring continuity. The entire project aims to create a more cohesive brand image across all channels.