Our solution for the brand's identity was inspired by cymatics: the study of sound and vibration made visible through patterns that are formed when sound frequency is introduced to a medium like water or fine grains of salt. We created and recorded a series of cymatic experiments. The resulting footage was used as inspiration for all design elements, including the website.

DESIGN DEVELOPMENT & PROCESS

We simplified the original logo icon to a clean and contemporary star shape and added a “halo” to reinforce the idea of “broadcasting”out. Inspired by the Virgin star’s rounded points, we designed a unique font for the identity.

We applied the Cymatics technique to the shape of the Virgin Radio star, and filmed and photographed the experiments.

DESIGN TOUCH POINTS

The resulting images and footage were used across all collateral for the international identity and inspired graphic interpretations for each regional station.

DESIGN ELEMENTS & INTEGRATION

At every possible point, animation and technology were used to enhance the customer experience. Business cards used augmented reality to come to life, the website used sound and motion. Each element a dramatisation of the brand promise: Always Listening Out For You.

RESULTS

The identity roll-out across regions was not compulsory for the stations. As a result, it was important to inspire them with the interesting backstory of the identity development. A brand video achieved this and as a result, since the launch of the new identity many of the stations have willingly taken on aspects of the new logo and refreshed identity. The re-launch of Virgin Radio UK and launch of Virgin Radio Romania are notable successes.

Feedback from investors, stations and the public is excitement about the new branding. The brand perception has shifted from being slightly 'old fashioned' to being relevant and progressive.