In summer 2009 the Open Channel Berlin uncovered its new name "ALEX" on radio, television and web as the new platform of the Berlin-Brandenburg region, open to all interested in media. ALEX is subjective, masculine, feminie, young and old. ALEX is you and ALEX is an integral part of Berlin. ALEX enables people to participate in media life. Alongside the name, the overall identity of the canal has been thouroughly renovated.
The three arches of the logo symbol represent the essential purpose of ALEX: On one side, ALEX can be experienced in three different media, on the other hand, the public can shape ALEX in a threefold way – by making media, by learning necessary skills and by networking in und around ALEX.
substance® developed the new brand strategy and corporate design, and attended the roll-out of the new identity both on-und off-air. The indepth brand guidelines give enough room for operators and users to evolve ALEX in future times.
