It’s business as usual for Magic London today apart from one small detail – the station has a new logo.
The new visual identity is not completely different from the old – both use a ‘soft rounded’ font and both have a prominent dot above the i. It is now showing on social media, its website and on outdoor/indoor marketing in London.
Magic has used the logo for 16 years – since the 105.4 frequency changed from Melody in London in 1998 – and has also been used by stations with the same name on AM in the North of England.
But whilst the new logo changed yesterday online for Magic 105.4, stations in the North are so-far continuing to use the previous version.
“This new brand identity for Magic 105.4 is an evolution of our current logo and references the contemporary positioning of both the London station and TV channel, which is a different offering to our Magic AM stations in the North which broadcast a gold format,” Steve Parkinson, Managing Director, Bauer Radio (London) told RadioToday.co.uk.
The new logo will be used on a heavy-weight six figure bus campaign in London and home counties.