On 18 May 2010, Rai launched a new brand platform, based on the name of the company inside a square. The design was based around the logos of Rai's digital-only channels at that time, Rai 4, Rai Storia, Rai Scuola, Rai Gulp, and Rai Sport 1. The rebranding coincided with the switchoff of analog TV transmission signals in Italy, leaving only the digital TV transmissions.
The "butterfly" symbol would remain in a transition period, with the letters occasionally fading into the old symbol on screen. All of the channels (including the channels under the former RaiSat brand) adopted this logo system. The on-screen logo bugs of TV channels moved from the traditional bottom right corner of the screen (which is still used by Mediaset and La7) to the top right corner.
Designed by Frame by Frame
||Futura (Rai's logotype)|
Lubalin Graph Bold BT (name joined to Rai's logo)
Neue Haas Grotesk (on air graphics and corporate identity)
On 12 September 2016, Rai and all of its brands redesigned its logo and launched a new brand identity. The new design still maintains Rai's corporate logo. with its iconic blue colour, but in a darker shade. The Rai logo itself continues to be set in the classic Futura font, but all its sub-brand logos now use the ITC Lubalin Graph typeface instead of Futura, while the on-air TV graphics packages use Neue Haas Grotesk.
The on-screen logo bugs moved once again, this time to the top left corner. The rebranding of the four largest TV channels (Rai 1, Rai 2, Rai 3 and Rai 4) was done by Eloisa (two-dimensional and original version), an Argentine design agency, right after Flopicco (three-dimensional version), an Italian design agency and Alkanoids.