Black Pig tunes to radio station

Royston-based Black Pig Design has created an identity for Norwich radio station Crown 107.3FM, as the broadcaster bids for a permanent radio licence in the region.

According to Crown 107.3FM director Sean McHugh, the consultancy was briefed to develop a ‘fresh, modern, dynamic identity that appeals to people in the 25-50 age group’. It was also important that the brand identified the channel’s frequency, which McHugh calls ‘the signature of the station’.

The group created a blue, text-based logo that reflects the colour of the Forum, the millennium development in Norwich.

Black Pig account manager Jan Mangan says the challenge was to create an identity that achieved stand out in a competitive sector.

Black Pig was appointed following an unpaid pitch, though McHugh says he chose the group on the basis of previous work it had done for him.

A decision by the Radio Authority on Crown 107.3FM’ s bid for the licence is expected early next year. The station will make its fifth trial broadcast this week.