The BBC rolls out its new Radio 5 Live identity today, the first of a planned series of station logo redesigns.
The BBC appointed advertising agency Fallon to rethink its portfolio of nine radio station identities in March, following a four-way pitch. Fallon designer Jamie Craven led the project to reinvent the logos for the broadcaster’s five analogue stations as well as the digital-only networks.
Fallon, which has an independent design division, received a fee of £120 000 for the project. The Asian Network will be the second station to officially launch its logo, on August 12.
Gilda Witte, head of marketing for radio brands at the BBC, explains that the brief was to create ‘nine new identities for each of our radio services that were effective as a portfolio but also expressed the brands’ individual personalities’.
Craven adds, ‘Although the identifies are very simple, they still have personality and can work across different spaces more effectively than the previous logos.’