Branding

Australian Radio Network

Taking the Australian Radio Network to a new audience

ARN is a national radio network with 11 key brands across the country, most of which are either ‘Mix’ or ‘Classic Hits’ branded. ARN have had a reputation of being a very cost-led business, a bit old fashioned and have also been labeled the ‘Austereo Retirement Network’ by some. It is these types of perceptions that they were committed to changing from 2011.

The key objective was to take the current ARN brand from very corporate (and without personality) to look more modern, savvy and relatable, whilst still maintaining strong credibility and reliability. They wanted to look like a confident player in the media space – a real contender, a company that the stakeholders would want to associate their brands/businesses with. It needed to have a contemporary feel but still look like a credible corporation.

As ARN is not solely focused on radio, so the identity could not be radio specific and thus needed to be more conceptual.

The new ARN mark takes it’s roots originally from a megaphone, with the core idea being that of communication to the widest and broadest possible market. Radio waves were also a key focus and consideration. Once broken down you can also see connection, amplification and diversification.

The red symbolises strength and progression, while the grey gives dimension and helps create a more dynamic mark. The use of red is strong and confident as it gives the mark standout and works harmoniously with the black type. While the graduated colour is used to create depth and dimension.

The logotype (ARN) has a bold and contemporary style. The type flows well between each character and is legible when the logo is reduced.

The logo was evolved in 2013 to include graduated colours showing the versatility and strength of the original mark.

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AUSTRALIAN RADIO NETWORK -ARN - IDENTITY2_TOP_885x499

The new ARN mark takes it’s roots originally from a megaphone, with the core idea being that of communication to the widest and broadest possible market.

AUSTRALIAN RADIO NETWORK -ARN - IDENTITY3_885x499 AUSTRALIAN RADIO NETWORK -ARN - IDENTITY4_885x499

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