21 February 2017

[logo] Seattle's Public Radio KUOW Re-logos

KUOW, one of the Puget Sound area's two NPR affiliates and, by reputation at least, one of the most listened-to NPR stations in the nation, has been on the air since 1952.

It's a historic blowtorch on the FM dial. Up until now the logo look has been like this:

It's also more recently used this look, which eschews the Futura for a bit of timeless class:

KUOW has changed its look again, going for something that's a little futuristic, a little hip, and a little retro:

I see all three, here. The abstraction of the letters into 3-d space gives me a retro-future feeling. The red lines giving volume to the letters while only serving as a transparent skeleton speak to me somehow of the past. The starring role of the call-sign continues a trend I've noticed of broadcast stations taking the focus off the frequency and bringing the call-sign front-and-center, to become more of a brand: here in Portland we have KBOO, which everyone knows by name even if you can't call the frequency to mind immedately. The type shows features of the hip, mechanically-drawn lines I've seen quite a bit of lately, that seem to have visual resonance even with an old-fashioned type lover like myself.

Not everyone I know is enamored of it, finding it busy, or with too much visually going on. I think I can see that. I'd be interested to know what other people think.

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