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K-Earth Unveils New Logo

I definitely like that the logo has local flavor and creativity; there’s not nearly enough of either in radio’s on-air or visual product these days.

I think it’s an interesting choice to go with a decidedly classic aesthetic when K-Earth makes such an effort to be contemporary and performs so well with younger listeners. With that said, there’s a clear line between “timeless cool” and “dated.” The license plate design falls into the former category, and — more than the average Classic Hits station — so does K-Earth. I actually think this logo will make for very cool station merch.

My main critique is that I think “K-Earth” reads more intuitively for the layperson than “KRTH.” I get that saying the call letters phonetically sounds out the station’s name, but I’d be surprised if that’s how the majority of listeners wrote the station’s name down (not that PPM requires them to do so). But that’s probably overthinking.
 
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For those that don't know, the black and gold California plate was discarded long ago for the current white background. But, for something like $80, you can get custom black and golds with a 6 to 8 month waiting time! So those heritage colors are very fashionable today and lots of people are ordering the plates, creating interest in what would seem to be a boring subject.
 
MarkW said:
Give me a break. The bland logo they just discarded was a milquetoast, lazily designed bag of garbage.

There was nothing "old" looking about the cleverly designed globe logo.
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It was fine in its day. That day has passed. Design changes. Audiences change. I get living in the far past is a big thing here, but it’s not so useful out in the world.

And yes. There’s retro. Great, that can work really well. There’s also just plain old and dated.
 
AbrahamJSimpson said:
It was fine in its day. That day has passed. Design changes. Audiences change. I get living in the far past is a big thing here, but it’s not so useful out in the world.

And yes. There’s retro. Great, that can work really well. There’s also just plain old and dated.
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You must really dislike the iconic Coca-Cola logo because of its age.
 
I'm not crazy about this logo. If you're familiar with the station and it's presented in context, it's kind of cool. But at a glance, it just looks like a license plate. Someone who doesn't know any better would have no idea that it's a radio station or even a logo.
 
DavidEduardo said:
For those that don't know, the black and gold California plate was discarded long ago for the current white background. But, for something like $80, you can get custom black and golds with a 6 to 8 month waiting time! So those heritage colors are very fashionable today and lots of people are ordering the plates, creating interest in what would seem to be a boring subject.
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In my lifetime the plates have been gold, with black letters, black with gold letters, blue with gold letters and variations on the basic design of today.
 
TheMusicMan said:
I definitely like that the logo has local flavor and creativity; there’s not nearly enough of either in radio’s on-air or visual product these days.

I think it’s an interesting choice to go with a decidedly classic aesthetic when K-Earth makes such an effort to be contemporary and performs so well with younger listeners. With that said, there’s a clear line between “timeless cool” and “dated.” The license plate design falls into the former category, and — more than the average Classic Hits station — so does K-Earth. I actually think this logo will make for very cool station merch.

My main critique is that I think “K-Earth” reads more intuitively for the layperson than “KRTH.” I get that saying the call letters phonetically sounds out the station’s name, but I’d be surprised if that’s how the majority of listeners wrote the station’s name down (not that PPM requires them to do so). But that’s probably overthinking.
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Summed up my exact thoughts. Personally, I think this is quite cool.
 
TheMusicMan said:
I think it’s an interesting choice to go with a decidedly classic aesthetic when K-Earth makes such an effort to be contemporary and performs so well with younger listeners.
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It performs "well" with younger listeners because most of those people are not using radio at all. So the 18-34's left are more traditional or have splinter tastes.
 
MarkW said:
You must really dislike the iconic Coca-Cola logo because of its age.
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Didn’t say that. It also has modernized over time. Every single situation is not the same, and there was no commandment on high that once image x was used, it must continue in perpetuity (or be the version to fall back to if something that intervened has been set aside).

Sometimes, even in the same industry, it comes time for a change for one brand and not another. It’s not an issue to change up a visual portion of a brand.
 
DrJerry said:
I'm not crazy about this logo. If you're familiar with the station and it's presented in context, it's kind of cool. But at a glance, it just looks like a license plate. Someone who doesn't know any better would have no idea that it's a radio station or even a logo.
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And how many of those people are going to see it outside of an additional piece of context? There often is more present than just the logo depending on the particular situation.
 
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