Over the past 18 months adult contemporary music radio station Classic Hits has been the subject of a significant shake up in terms of its musical, advertising and dj line-up. And with those changes now firmly in place, the station has rounded off its makeover with a new logo that’s actually a significant departure from the green and red logo that’s been in place since 1993.
Classic Hits content director Jason Winstanley describes the change as “very significant” and the largest one undergone by the station in 18 years.
After undergoing research via listener feedback, Winstanley says it became clear there was a disconnect in the minds of listeners and the need to reposition the station “for playing today’s hits as well as the classic songs from the 80’s and 90’s” was made clear.
“The new look is contemporary and vibrant, we think it’s a true match with the way Classic Hits actually sounds now,” says Winstanley.
TBWA Whybin are behind the logo and brand refresh, which includes new artist-based print and outdoor campaigns featuring the likes of platform loving Lady Gaga and eyeliner aficionado Adam Lambert—“all current artists who are very much a part of the Classic Hits playlist”, says Winstanley.
The logo itself has been given a digitised LED treatment and TRN’s group general manager of content, David Brice, offers this description:
“LEDs are a modern icon that appear everywhere from car stereos to iPods. When music is played the LED display comes alive, moving to the sound. It’s a visual representation of the joy of music that Classic Hits playlist represents."
Over the next few weeks the new brand will be further highlighted with the use of a TVC campaign.
In the meantime, logo enthusiasts can trace the evolution of the Classic Hits logo below.