Kiss of life from Bamber Forsyth

London dance music radio station Kiss 100 is launching a new identity this week, designed by Bamber Forsyth.

The former logo, featuring a big pair of red lips, is being dropped in favour of a lilac and pink logotype, creating the shape of a heart.

Refreshing the station’s identity is part of a brand overhaul by owner Emap On Air.

The aim is to encourage listeners to retune to Kiss 100, and is backed with an ad campaign which is being launched this week.

According to Bamber Forsyth creative director Lee Hoddy, Kiss has ceased to be simply a radio station and is a successful brand in its own right.

Hoddy says of the Kiss message: “The new identity will be extended across its range of merchandise and CDs, including car stickers and T-shirts. Our challenge was to communicate the same promise of good times, sex and friends in a new visual language that is right for now.”

A number of phone kiosk sites will be employed to encourage calls to the station and magazine guide supplements are being produced at the end of the month.