Rai 28th - Brand Identity

28 Years. One Bold Identity.

To celebrate its 28th anniversary, Rai introduced a bold new visual identity that transforms a simple milestone into a powerful graphic statement.

Built around an oversized “®28” symbol, the identity uses striking typography, asymmetric compositions, and a high-contrast palette of red, black, and off-white to create a distinctive and instantly recognizable visual language.

The design system combines modular layouts, expressive scale, and generous negative space with subtle textures and layered transparencies, balancing precision with creative energy.

The result is a contemporary and flexible identity that celebrates Rai's history while expressing its confidence, creativity, and forward-thinking spirit.

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Project: 28th birthday new id
Role: Creative Director, Graphic Designer
With: Mauricio Cavalcanti, Leandro Chisté, Marina Berretta
Agency: Rai