Free Radio is changing its logo, strapline, jingles and music playlist in a bid to refresh the brand.
The Orion Media stations will concentrate on pop music tracks from the past 15 years following research into Midlands radio listening habits over a six month period, calling on the views of more than 6,000 people.
The station’s new logo puts the word Free into a more curvy font, whilst Radio gets an bold upper case makeover. The new tag is ‘Let the music set you free’.
“Great businesses today are consumer-led. We believe this is the most extensive research project into radio ever conducted in this key UK region; and has generated real insight into how contemporary listeners engage with radio in their lives,” said Adrian Serle, Orion’s Chief Executive.
“Free Radio is currently enjoying its best ever audience of 25-44s, with a consistently strong market position; and we are confident our new approach will strengthen the offering,” added Serle.
The research identified a sector of ‘30 somethings’ who felt they no longer connected closely to a specific radio station. It also highlighted the increasing importance of ‘mood’ when listeners choose a station to suit their lifestyle.