Jacaranda FM unveiled its new brand identity and payoff line at the 2nd annual Jacaranda Day at Loftus Versfeld.
The icon shape and look is inspired by a guitar plectrum, which also looks like a ‘play’ button A “J” has been carved into the plectrum creating a unique signature.
The payoff line, “SA’s best mix of the 80’s, 90’s and now” is a statement that undisputedly positions Jacaranda as the pre-eminent radio station in South Africa that plays 80′s music .
It’s also a commitment from the station to its listeners that it will keep playing their favorite music from the past as well as keeping up with the current hits.
Kim Miller, Executive Creative Director of Timesquare, the agency that conceptualized the logo and brand identity says that “With music being so central to Jacaranda FM, we wanted to accentuate this with the icon design. So we created a simple but bold icon by cutting a “J” out of a guitar plectrum, an image synonymous with music, and rotated it in order to suggest a play button.
The colours of the icon were inspired by the two main cities within Jacaranda’s broadcast area: purple for Pretoria and yellow for Joburg, the city of gold. The two accent colours, pink and blue, represent one of the station’s core attributes: its guy/girl next door appeal.”
“The new look and bold statement are just parts of our strategic repositioning” says Jacaranda FM General Manager, Kevin Fine. He adds that “The heart of the station remains in exactly the same place, but we wanted to clearly demonstrate the freshness and energy that’s being put in to the product. Our listeners will hear it and feel it with several new initiatives, but we will always be a great SA brand with a strong heritage and connection to our staff, listeners and clients.”