NPO 1 is one of the three tv channels of the Dutch Public Broadcasting agency. For their newest channel identity, NPO 1 looked for a warm, welcoming and familiar look and feel, to accompany its mainstream programme offer. Our audio concept focuses on a melodic sound logo that can be heard throughout the package, creating a recognizable common thread. Sound-wise, we looked for a combination of familiar and modern elements, and ended up with a mix of acoustic guitar, electric guitar, hiphop beats and synthesizer.