RAI
The TV for everyone
RAI was founded in 1924 as a radio broadcaster and became a television network in 1954 with the launch of Italy’s public television service. In the post-war years, it established itself as a national educational and informational medium. In 1948, Erberto Carboni designed its first logo. Over time, RAI became the country’s leading broadcaster and a cultural and social reference point for Italy, strengthening its role as a public service and a central institution within the national media system.
Brand identity. Towards an integrated brand
In 2000, Inarea developed RAI’s brand identity first at a corporate level, working across all the companies within the Group, and later for the Rai 1, Rai 2 and Rai 3 channels, with the aim of renewing their image and unifying the many expressions of the Rai world. The previous geometric forms were abandoned in favor of a coherent system designed to communicate the values of innovation, public service, plurality and strong brand recognition. The project sought to make communication simpler, more contemporary and more integrated.
Brand design. The butterfly of communication
Inarea introduced the iconic butterfly-shaped logo, composed of two opposing human profiles. A symbol evoking dialogue and interactivity, it retained the historic colors: blue for Rai 1, red for Rai 2, and green for Rai 3.
The network idents completed the system and reinforced the unified brand. The typeface used for the logotype was Futura, a modernist classic capable of conveying a strong and contemporary identity. The butterfly logo remained in use until 2010.
For the 50th anniversary of RAI and its television news program, a celebratory logo was introduced and used as an on-screen bug across events and special broadcasts. At the same time, the restyling of TG1 renewed its opening sequence, studio and graphics while maintaining a connection with tradition. The concept developed by Inarea combined history and innovation through the introduction of satellite imagery and an orchestral sound design.
Rai Sport rebranding. A visual identity for the energy of sports on television
In 2003, Rai Sport renewed its visual identity in alignment with the corporate brand while preserving its historic blue and yellow colors. The redesign introduced dynamic graphics and a rotating element that conveyed rhythm and sporting adrenaline. Fulvio Maras’s opening sequence reinforced the energetic tone, enhancing the perception of dynamism and speed.
