Fallon rebrands Radio 4 series The Archers

Fallon has created a new identity for BBC Radio 4 programme The Archers, ahead of its 60th anniversary next year.


The consultancy was appointed at the beginning of this year to refresh a number of brands for Radio 4 programmes, including In Our Time, Woman’s Hour, Front Row and You & Yours.

Fallon senior designer Jamie Craven says, ’Radio access points are becoming an increasingly more visual medium, across the Internet and iPlayer. The Archers rebrand was part of Radio 4 looking at how its key programmes communicate.’

Working across a number of programmes meant that the consultancy was able to find a common approach to briefs, says Craven.

He adds, ’The Radio 4 brands communicate very similarly – they don’t have to shout and are clever, but remain accessible.’

Fallon has created a new logo for the programme, retaining the green and mustard yellow palette of the previous website, affectionately known as ’mustard land’, but has slightly refreshed the tones.

Craven says, ’Many of the Radio 4 programmes are iconic heritage pieces, which needed to be treated with respect.’

The new The Archers identity, which will be seen today for the first time on the radio programme’s new website, designed by London-based digital consultancy Airlock, features a traditional serif font which incorporates a sheaf of wheat running through the ’A’ of the title, referencing the rural and farming connections which form the backdrop to the show.

Fallon has also created collateral for places in the fictional village of Ambridge, where the series is set, including a ’Welcome to Ambridge’ sign and an identity for Bridge Farm, which will be used across The Archers website. Craven says, ’It was integral not to impose too much on listeners’ own visual snapshot of Ambridge.’

The Archers

  • The new identity will be seen across all digital touchpoints including The Archers website, iPlayer, podcasts and promotional campaigns
  • To research the project, designers at Fallon immersed themselves in the world around the programme, talking to fan groups to avoid disappointing devoted listeners
  • Fallon has also been working with Radio 4 on a logo lock-up for The Archers 60th anniversary celebrations, which begin next year
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