Kijkwijzer is the Dutch rating system for audiovisual productions. Launched back in 2001, it is now fully established, 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 ground for an ever growing digital presence. At the same time, the brand needed room to be playful and fun. Kijkwijzer also wanted to build on their existing visual heritage, specifically the Eye, an omnipresent element in their communication for the past 20 years.

The new identity is markedly digital, using a range of fresh colors and a friendly geometric typeface. 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. The Eye is kept as the main brand identifier, but given a subtler but important role as a layout building tool.