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Idealog—in the ideas business

Classic Hits aims for contemporary with logo revamp

Over the past 18 months adult contemporary music radio station Classic Hits has been the subject of a significant shake up in terms of its musical, advertising and dj line-up. And with those changes now firmly in place, the station has rounded off its makeover with a new logo that’s actually a significant departure from its green and red predecessor that’s been in place since 1993. 

Classic Hits content director Jason Winstanley describes the change as “very significant” and the largest one undergone by the station in 18 years. 

After undergoing research via listener feedback, Winstanley says it became clear there was a disconnect in the minds of listeners and the need to reposition the station “for playing today’s hits as well as the classic songs from the 80’s and 90’s” was made clear. 

“The new look is contemporary and vibrant, we think it’s a true match with the way Classic Hits actually sounds now,” says Winstanley. 

TBWA Whybin are behind the logo and brand refresh, which includes new artist-based print and outdoor campaigns featuring the likes of platform loving Lady Gaga and eyeliner aficionado Adam Lambert—“all current artists who are very much a part of the Classic Hits playlist”, says Winstanley. 

The logo itself has been given a digitised LED treatment and TRN’s group general manager of content, David Brice, offers this description:

“LEDs are a modern icon that appear everywhere from car stereos to iPods. When music is played the LED display comes alive, moving to the sound. It’s a visual representation of the joy of music that Classic Hits playlist represents.” 

Over the next few weeks the new brand will be further highlighted with the use of a TVC campaign. 

In the meantime, logo enthusiasts can trace the evolution of the Classic Hits logo below.

1987: The original logo

1989

Nationwide logo: 1993-1998

Nationwide logo: 1998-2011

New logo: Auckland

New nationwide logo


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Comments

Wow. I'm honestly lost for words. I've just typed, and re-typed this comment about 5 times.

I'm not convinced. The lower case “a” looks out of place amongst the other upper case letter forms. I can't seem to find a good reason for it? The letter is bold and gives a rich feeling but I feel it's lost in this logo and is almost distracting.


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