CYBERTORIAL: In September last year we unveiled new looks for all five of our commercial brands: 947, 702, KFM, CapeTalk and EWN as well as the anonymous tip-off service, Crime Line and a refreshed logo for Primedia Broadcasting, as the mother brand. Pippa Rowles reports.
It was the first time we’d undergone a major rebrand in over a decade and the new logos signaled a new direction and focus for the stations.
The reveal of the logos was the culmination of an in-depth analysis of what each of our brands stands for and who they engage with, across not only radio, but multiple platforms. The research project was undertaken by Yellowwood Brand Architects and in addition to helping us to distill the core of each brand, the findings also helped us to better identify and understand the audiences.
Rooted in two of the most dynamic, creative and prosperous cities on the continent, the new logos are contemporary and sophisticated, much like the audiences that the brands reach in Cape Town and Joburg.
On the surface, the logos certainly look cleaner, and more modern, but they also reveal a lot about where the brands are and who they are speaking to.
For one thing, all of the new logos reflect a strategic move that we, as a broadcaster, made a number of years ago, to move beyond terrestrial radio, into multi-platform content creation.
We identified the synergy between radio and digital a while back and have seen the potential, as well as the results that our converged campaigns deliver. Leveraging off our core strength of connecting with audiences, we have built significant expertise and capacity in the digital space to enable us to harness the many opportunities that exist in this new frontier.
So the new logos are as dynamic as the many new media in which they could be placed and they have been designed to be used across a host of digital platforms as well as on more traditional collateral.
Through digital platforms, we have an increased ability to identify niche audiences within the Primedia Broadcasting premium audience and create bespoke content, and even use a customized logo to appeal to that audience.
For example, the 947 logo was revealed at Joburg Day, and used to great effect as a massive ‘stencil’ on the stage screens, through which footage of the crowd partying in front of the stage, could roll.
Kfm’s new logo can be used in any number of colours and colour combinations – allowing it to take on a sponsor’s CI colours, or the distinctive hue of major events or campaigns happening in the Cape, such as the rainbow colour scheme for Gay Pride.
So the new looks are not just window dressing, they are part of an extensive strategy that enables us to connect more meaningfully with audiences, which helps you, our advertisers to reach the people you need to reach.
IMAGE: Primedia ©
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