Identidad visual corporativa en TVE : ¿Algo más que un cambio estético?

Latest autumn, just before its fiftieth anniversary, the Spanish Television —TVE— released a new visual corporate identity. The change coincided with one of the most controversial episodes in the history of the Public Entity: the execution of a drastic dismissal that, according to the direction of the Entity, will provide financial strength at the same time that avoids any potential attempts of privatization in the near future. But TVE’s metamorphosis will not be only a financier. Since 2007 it will adopt a legal form of Corporation, which means being more independent of coming Governments. Usually, an institution modifies its visual identity when a deep change happens on its philosophy. This article aims at showing that TVE is following this strategy along with showing the role of concepts such as public service as far as visual corporate identity is concern.