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BBC locals to remove Radio

BBC Local Radio stations are to drop the word "Radio" from their off-air branding, in a bid to make its multi-media offering clearer and easier to navigate.

Every station will also gain a new logo with upper-case place names, as demonstrated above.

The word Radio has already been dropped in some stations, such as BBC Tees (formerly known as BBC Radio Cleveland), and BBC London.

Head of Radio Development in English Regions Chris van Schaick told RadioToday.co.uk: "Our old branding has served us well for ten years but had started to look a bit dated. Audiences told us that they believed local radio should modernise its image and we think this re-brand will help us to look fresher, more engaging and relevant."

"The new brand," Chris goes on to say, "will provide a consistent visual identity across all services and simplifying names means it will reflect all the BBC's local output making it easier to find."

New branding will be rolled out gradually with changes happening as and when cars and other material need to be replaced.

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