Kijkwijzer is the Dutch rating system for audiovisual productions. Launched back in 2001, it is now widely trusted and used by the public.

The main goal with the rebranding was to shift the brand tone to reflect this maturity and set the base for an ever growing digital presence. At the same time, the brand needed room to be still be playful when needed. Kijkwijzer wanted to build on their existing visual heritage, specifically the Eye, an omnipresent element in their communication for the previous 20 years.

The new identity is markedly digital, using a range of fresh colors complemented by GT Walsheim's friendly geometric shapes. New graphic devices bring the rating pictograms to the center stage, leveraging brand recognition. The pictograms are also integrated into a graphical illustrative environment, mainly on promotional films, explainer videos and website content.