YOUTH radio station YFM has rebranded its logo and will now be visually identified as Y.
They announced the change in an event that was held on Tuesday night, 26 October at Altitude Beach in Joburg.
YFM said the new logo represents the new, but also honours the old logo.
“In keeping with its digitally native young adult audiences – who don’t just play in the space of traditional media but create and develop digital spaces – it became apparent that the iconic YFM logo required an evolutionary step to mirror this dynamic,” they said.
“The Y logo represents the new, the here, the now… but also speaks to the future of where the brand will venture and how the brand CI (customer intelligence) and its platforms are able to remain relevant in any context,” the station said.
Along with the new logo, the station is introducing its new radio and TV campaign, Y_NOT.
“Y _NOT promotes and heroes individualism and supports young adults embodying their greatness. Y believes that the most powerful catalyst for progress is when young people have an enabling space to pursue their ambitions and seeks to ensure that its platforms promote creation through collaboration,” it said.
Natasha Wadvalla, the marketing and communications manager at the station, said they are proud of what they have produced.
“Y is at the pulse of youth culture and as a content brand we create with our audience. The brand’s fluidity is a mirror of their mindset. We tried to capture this in our new CI and campaign, making sure the essence of what Y represents, to young people, continues to resonate with them,” she said.
“It was a task that we didn’t take lightly, understanding that we are responsible for an iconic South African brand. Involving our talent in the TVC (TV commercial) was so important as they are the voices and faces of our platforms. We are very proud of what we have produced,” said Natasha.
Y has also moved to its new studios in Hyde Park, Joburg.
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