INS develops Kikido on-line brand

Capital Radio is launching an interactive consumer brand to unite its three key radio websites this week. Design is by Interbrand Newell and Sorrell.

The initiative precedes Capital’s launch of three new, yet to be named, Web radio stations this Autumn. Identities are being designed by the Capital Interactive in-house design team headed by Desiree Collier. Partnership tie-ups with record companies and consumer sites such as Handbag.com have also been agreed.

Capital’s new on-line brand, Kikido, has been devised as an “ingredient brand” to appear across its complete range of websites, partner sites and other on-and off-line initiatives as required.

A made up word, Kikido will be represented by a shell marque which can be adapted as a range of 2D, 3D and animated images.

The brand will serve as the means to leverage on-line content across Capital’s range of sites, from Capital FM, Capital Gold and Xfm, to its first three planned narrowcast Web radio stations, codenamed Diva (women’s anthems and ballads); Rage (music for computer game players); and Urban Grooves (R&B, Soul).

Capital is considering plans to launch between 20 and 30 further narrowcast Web radio stations in the near future targeting specific audience niches, says Capital Interactive head of marketing Iain Langridge. “We are the first company outside the US to secure these rights from record companies to play their music over the Web,” he says.

Capital plans to broadcast radio by “simulcasting” over its radio station sites, by narrowcasting through future sub-brands created in-house, and by “unicasting” or personalised radio through the Kikido brand.

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