Suspilne Ukraine Rebrand

Suspilne is a world-renowned national broadcaster in Ukraine, responsible for upholding the highest quality journalism while entertaining the country across sport, lifestyle and beyond.

Commissioned by BBC Media Action to lead a comprehensive rebrand, the brief was clear — especially under the pressures of war, this had to be built on integrity, vibrancy and self-determination. Suspilne means ‘public’ in Ukrainian, making it essential that the work truly reflects the society and culture at the broadcaster’s heart.

A toolkit of On-Air Graphics was developed with the Prism at its centre. Strong, durable, resilient, dependable — the Prism’s physical properties made it the ideal symbol. It transmits and disperses light carrying the full spectrum of colour, reflecting the rich rainbow of Ukrainian culture seen across the channel’s distinct identity.

The Prism rocks gently back and forth, embodying balance, truth, equality and dynamism. Its glass form becomes an analogy for how Suspilne disperses trusted news and information — with clarity and transparency. Audio branding was equally central to the work, derived from truth and influenced by note structures from Ukrainian composers of the past who were denounced or cancelled. The resulting audio signature is simple, memorable, powerful and modern — but unmistakably Ukrainian, a tribute to the spirit of the country and the values Suspilne upholds on behalf of its people, past and present.

Two key areas of the rebrand were Suspilne News and Kultura. The news identity had to be adaptable across every region of Ukraine — a flurry of multi-coloured orbs, visually arresting and symbolic: each orb begins in a colour representing its story origin — green for sport, blue for lifestyle — before converging into yellow as part of Suspilne News. Kultura, the light entertainment channel, took a different register entirely — playful and tactile, built around satisfying shape interactions designed to offer a moment to get lost in.

The results speak for themselves:

Suspilne News increased consumer trust to 86%. (Source: Gradus Research Company)

Suspilne became the most popular media among young Ukrainians. (Source: UNICEF U-Report)

Suspilne Ukraine became the news source most frequently used by Ukrainians. (Source: USAID-Internews)