Overview

Launched in 2021, Belfast 247 hit the airwaves (actually it was initially web streaming only) as a broad-appeal community platform targeting an adult 25yr+ audience with hits from ‘70s,anthems of known artists and a strong emphasis on local voices and local artists. Facing such established competition as Cool FM, Downtown, U105 and QRadio, the station wanted to convey a persona of being fresh, crisp and funky. All good, except, their current logo wasn’t cutting it.

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Challenge/Process/Solution

With more mature presenters and a music catalogue spanning 50+years, there was a danger that Belfast 247 might appear somewhat staid and traditional, appealing only to an older audience. Instead,replace ‘mature’ with ‘experienced’ and for’ 50+years’, read ‘timeless classics that everyone loves’ and you start to get a better picture of what this tight, vibrant station is all about. 

Our challenge was to create a simple,distinctive and timeless logo design that would speak to Belfast 247’s wide audience of 25yrs+ adults. To ensure the logo would be competitive, we benchmarked our various iterations against larger scale radio station networks such as bauermedia.co.uk/brands. Through the process of gradual refinement, we eventually devised a solution that integrates the visual strength of broadcast radio,while retaining its digital underpinnings.