Creating a Radio Station Logo That Fits Your Brand

I recently listened to a Pod-cast by Music Radio Creative hosted by Mike Russell about creating a radio station logo. It reminded me of the rules I use when creating brand logo’s for a client, or for one of my own on-line projects. I thought I’d share 6 rules of creating a radio station logo.

Brand Content

Remember for any product it is all about your brand values, for example the BBC Logo’s all link to their brand and mission statement. i.e. To enrich people’s lives with programmes and services that inform, educate and entertain. The core of the logo has always been in a box setting. A chap called Abram Games created their first logo.

Another interesting logo in terms of brand is the Kiss FM logo, it is a name used globally but the logo is different in almost all uses for soul stations, funk, urban and I once spotted a country station using the name – again the logo in each design reflected the brand identity of the station.


Your logo is much like your on air ident, it is your signature and as such you should set up rules for how it should be used. I once worked with a Head of Sales who called me anal-retentive because I told her to use the logo correctly in her sales documents. After all I’d designed it to be used in the right way and squashing a logo out of shape forgoes all the thought that we put into the design.

When using a logo attention to detail is everything. Actually one of the things that impresses me about Music Radio Creative is the use of the logo.

Set out some rules of how your logo is used – type “logo usage guidelines” into Google and you’ll find lots of advice.

Things to consider… if you or someone else is designing your logo.


Very important this. A colour will effect a viewers mood and relationship they have with your brand. Check out psychology of colours in google. Derren Brown uses colour in is shows to great effect. He normally designs sets and wears dark and neutral colours to keep people focused on his words and actions. He adds in bright colours when asking people to do things… It’s very interesting! Anyway back to colour in a logo – Trust = blue’s and greens. Young, youthful, fun and trendy, faster pace = Reds, Yellows. Authority Power = Black. And so on… The most popular colours for logo design at the moment are Green and Blue.


Think about some key words that describe your Unique Selling Point. Why would I want to listen to your radio station. It could be fun, classic, vibrant, modern, oldies, chilled. This will give you designer room to work on your image theme.

Size and Design (files)

Now this is important. Remember to ask for an eps, pdf, svg or ai scalable vector version of your logo and for a PNG version at the size you want it. Vector images can be scaled infinitely and never loose quality meaning it can fit on your website, business-card, letterhead, apps, in ITunes and on posters, mugs, T-shirts and so on. Jpeg’s are resterized images, without getting too geeky, the best jpeg image requires good resolution usually 300 dots per inch for printing.

A jpeg image can only be printed at the size provided or smaller. Online your logo can be 72 dots per inch. Dots Per Inch or DPI is the amount of dots that make up the image. Pixels are the amount of dots used in the area of the full area. So turned geeky for a moment. png is a great file format for logo’s online, they take up small amounts of file size and will help your site load up in a faster way.

Also ask for a transparent background – you can place your logo in many different appliances.

Don’t Throw in the Kitchen Sink

Simple is best. No need for e-mail, telephone numbers, location unless its needed. My advice would be use text slogans away from the logo as a support. The logos I design I create an icon and a brand name. The icon can be used on its own or together with the brand name. The brand name will never be used without the icon. I often use one to two colours only – it keeps cost down, and keeps out clutter on the computer screen.

Pay for What You Get

It was interesting to hear Mike talk about his mixed results from the services he employed. I’d say this, you pay for what you get. Don’t expect to get superior service for $5 – or £2.47. Mock ups cost time and money for the person designing them. I offer Skype and/or telephone calls with my clients. I want to hear their passion for what they are doing. I can’t always get that from an e-mail.

If you’d like any other advice or perhaps I could design your next logo feel free to get in touch.

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