Bauer Media say farewell to the traditional ‘sung’ jingle across 16 of their radio stations, in favour of a new five note sonic logo.
The logo that unites the network can be adapted across the multiple stations along with the new strap line, Your Music, Your Life. Using a signature melody is a new direction for these stations that have traditionally relied on the spoken word for brand identity. Now five notes that sound like they belong in the chorus of a hit commercial dance track replace them in an attempt to make the likes of Manchester’s Key 103 and Sheffield’s Hallam FM, more memorable.
While there is nothing particularly ground breaking about this work, and the logo doesn’t have a utility as such (like Apple’s sent mail ‘swoosh’), the new sound of these Northern airwaves does scream commercial radio and makes you feel uplifted. There’s a warmth, friendliness and hands-in-the-air energy in these five notes that hook the listener and inspire drive. Appealing to an audience tuning into to hear the likes of Calvin Harris and Flo Rida so this euphoric sonic logo fits right into the mega-pop family.
In the last quarter of 2013 Key 103 held 7.7% of the market share, while Hallam FM hooked in 12%; let’s see if these logos do their job when the new listening stats are released in April.
*stats from Rajar