GRAPHIC design groups are cashing in on the latest batch of radio licences as potential broadcasters present their bid documents, complete with logos, for new regional stations.
The Radio Authority has received 13 applications for the coveted Yorkshire FM licence, several of which have logos created by consultancies or freelances. It is the Authority’s biggest licence outside London in this phase of Independent Local Radio development.
The Yorkshire licence is seen as “the icing on the cake,” as it is clearly financially viable, says Nichola Atkinson, client services manager of radio consultancy Infinity Radio.
Infinity Radio is advising Saga Radio on its bid for the frequency. Smaller companies “might not realise the power of a catchy name and logo, and the layout of applications,” Atkinson adds. The Saga Radio identity was designed in-house.
Workshop Design in Nottingham created Yorkshire Broadcasting Company’s YBC FM logo. Kiss FM’s marque was tweaked by Tangent in Manchester, and Attik Design created the look for Capital Radio’s proposed new station, YFM.
Licences coming up for grabs later this year include a local London licence and those which cover Cambridge and Wolverhampton, the East Midlands, Greater London, the Solent, and Huddersfield.
Yorkshire FM’s licence is expected to be awarded within the next three months.
A Channel 5 Broadcasting spokeswoman denies rumours that the TV station has short-listed three consultancies for its logo. Design groups expect a decision to be made after a marketing director is brought in. That appointment should be made this week, says the spokeswoman.
Marketplace Design is meanwhile carrying out preliminary identity work on Pearson Television-owned Grundy, aimed at formalising the company’s many regional variations.
Management at Grundy is expected to make a decision on a new look this week, confirms a Pearson spokesman.