Logo refresh at Absolute Radio

Absolute Radio have refreshed the logos for their brands so that they now include the word 'radio'.

RadioToday.co.uk understands the change is part of a settlement with vodka brand Absolut, who had taken legal action following Virgin Radio's rebrand to Absolute in 2008.

Writing on the OneGoldenSquare blog, Absolute Radio's Marketing Director Clare Baker said the new suite of logos were designed to work more effectively on digital platforms across the Absolute Radio network.

"Over the last two years we have made significant developments into social networks, digital and mobile technologies," she wrote. "These new logos better fit these significant platforms to our business."

The new logos will feature across all Absolute Radio’s brand collateral – online, on social media sites, mobile platforms and at the station itself and across the entire network – Absolute Radio, Absolute Classic Rock, Absolute 80s, Absolute Radio 90s and Absolute Radio extra.

Clare added: "Our world is becoming increasingly social and mobile and this update reflects the changing times. The Absolute Radio brand lives across multiple platforms, some of which didn’t exist just two years ago – our brand is constantly growing and evolving with new technologies and this brand update reflects this."

Earlier this year Absolute Radio and Absolut's [link=https://radiotoday.co.uk/news.php?extend.5873]legal dispute ended[/link] in an agreement between the two owners. It's thought the addition of the word 'radio' to logos was part of the confidential settlement.

Futurologist James Cridland's also [link=http://james.cridland.net/blog/reclaiming-the-word-radio/]blogged on this[/link] and thinks the extra word is welcome: "As an industry, we’re shy of using the word ‘Radio’ in our logos, and for the life of me, I really can’t understand it," he said. "What is it that we’re embarrassed about? Why don’t we want to use the word in our logo – something that has the capability of reaching non-listeners – to advertise that we’re a radio station?"

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