Trace Undergoes Major Rebrand [PHOTO]

On the eve of its 20th anniversary in 2023, Trace is rebranding its TV channels and social networks to anchor them in a multi-screen strategy offering better visibility and legibility  for the group's various editorial identities as a leader in Afro-urban music and culture. 

Trace entrusted the agency Moved by Design with the mission of modernizing, dynamizing and making its TV and digital media even more "3.0" in order to allow for a better affirmation of the diversity of programs and themes of the TV channels and the social media pages, according to a press release sent to Viral Tea's newsdesk. 

In a world of ultra-profusion of content, this new look guides users efficiently and elegantly through the group's TV programs, channels and social media content. It highlights editorial content and artists by playing with a palette of typography, colours, special effects and transparency. 

New logos introduced under the Trace brand. /FILE

This new creative approach is perfectly aligned with Trace's mission to entertain and make its audiences successful: new generations and Afro-urban artists.

TRACE has also introduced new original shows that premiered in October which showcase local talent with the intent to empower young creatives to produce quality content.

Future Maskandi and Afro-tech is Life are new segments that people are currently enjoying on their screens, with The Re-Introduction an exciting 24-minute long music documentary series that aims to retell the stories of icons such as Fela Kuti and Brenda Fassie to a whole new audience of music lovers, set to launch in February 2023.  

The spreading of this new look started on Wednesday, November 2, 2022, and all channels and social networks will be in the new Trace colours by the end of the year.

Trace's new look meets 5 objectives: 

• Renew the visual identity of Trace media and social media pages
• Highlight the thematics of each Trace channel
• To offer a visual, responsive, harmonized and coherent guide that can be used on TV as well as on social networks, to lead young people in their experiences with Trace.
• Highlight the artists who are at the heart of Trace's editorial offerings.
• Maintain and reinforce the modern, chic, avant-garde and aspirational image of the brand Trace

“Trace media and social networks renew their content every day to offer the best of Afro-urban music and culture to more than 350 million fans in 190 countries. To better guide  our audiences to the content they love and to enhance our programs and artists, it was necessary to offer them a new setting and new visual ergonomics.

"Moved by design's teams succeeded in this mission, working hard with Trace's creative and broadcast teams  to design, produce and integrate in record time the thousands of design elements  required by the multiplicity of our media," Olivier Laouchez, TRACE Co-founder and CEO, explained.

“Communication in today's world is driven  by images, they reflect our feelings, desires and even aspirations. Trace is continuously seeking new interactive ways to engage and deliver the best to its highly visual audience across East Africa and the world at large.

"These new visuals talk to ensuring we create  experiences that deliver on our audience promise and enable our fans to stand up and shine," Trace Eastern Africa MD, Danny Mucira weighed in.

Trace channels in Kenya are available on TV through Mziki: DSTV channel 323, GOTV channel 74, Muzika: DSTV channel 334, Gospel: DSTV 332, GOTV 77 and on Radio via Trace Radio: 95.3FM Nairobi, 92.0FM Mombasa, 99.1FM Kisumu, 90.9 FM Eldoret, 91.8FM Nakuru. 

Mr Danny Mucira, MD Trace Eastern Africa, speaking on November 24, 2022. /COURTESY