The new RTVE corporate identity created by SUMMA springs from the concept of light; light is energy and speed, it symbolizes renewal and expresses warmth. In its entirety the new identity strives for a balance between the technological and the human, connoting leadership, proximity and movement. The logotypes, based on a typography specially redesigned for RTVE emphasize the “e,” which is the vowel shared by all the brands of the group. This vowel becomes the common surname, as well as an element that brings personality and identifying power to the collective whole of RTVE’s companies (TVE, RNE and RTVE.es). In this way, the new corporate identity establishes a shared visual system for the brand of the corporation and the brands of its companies.