The Capital Radio Group is scrapping the logos used by regional stations in its Capital FM Network, including Fox FM, Red Dragon and BRMB. The company says the logos are “too Eighties”.
Capital FM’s logo will replace the “Sunny Day” logo used by most of the regional stations. Fox FM’s fox logo will also be replaced.
Research commissioned by the Capital Radio Group found the Sunny Day logo was seen as tired and outdated, while the Smile logo was well received by Capital FM listeners.
Kelsey Offord, head of strategic marketing for the Capital FM Network, believes a unified logo will strengthen the Capital FM brand.
“The Capital FM Network has moved on since the Sunny Day logo was introduced. The old logo is too Eighties, which is not a true reflection of the Capital FM stations,” she says.
Offord also considered changing the regional stations’ names but decided against it.
The Capital FM Smile logo will be introduced to regional stations during September and October.
The change follows a recent restructure of the Capital Radio Group, which saw national and local stations realigned into four main network businesses – Xfm, Capital Gold Network, Century and Capital FM Network.
Offord was appointed to her position in July (MW July 18). Her most recent position was marketing manager at BBC Radio 2.