Client // On Top Radio
Equally Effective In 2D And 3D
On Top are a London-based, award winning radio station, launched in 2003. Their target audience are aged between 18-50. Our task was to create a brand aesthetic that would appeal to a large audience base.
Initially, the client requested a 3D logo that would reflect their modern and innovative image, while also referencing an ‘international’ theme.
Having explained to the client the benefit of having a logo that would be equally as effective in both 2D and 3D for use in different formats, we agreed to provide our initial concepts in both dimensions in order to demonstrate our thinking.Back to top
Complex and Stylised Concepts
We provided On Top with several different concepts – and each of these in 2D in single colour as well as a 3D textured format.
In response to the client’s brief, several of our designs incorporated a reference to the globe – ranging in style from more complex to more stylised – in order to give the international feeling they had originally requested.
With the provision our our concepts as 3D designs, we were able to effectively demonstrate to our client that whilst 3D logos may look impressive when executed correctly and displayed digitally, generally they are not used as the definitive brand as they are so limiting in display, as a 3D logo is generally not able to be flat printed or stitched to clothing, for example.Back to top
Clearly Communicating The Company's Ethos
The final concept chosen by On Top was equally as effective in both flat 2D and textured 3D forms. We were also able to demonstrate to the client that a simple brand can easily be understand and translated across varying locations, and that the use of a globe was not necessary in order to present a professional brand that could work as well internationally as it does at is original base.
Within their chosen concept, the simple use of an arrow, pointing upwards, clearly communicates the company’s brand ethos.
The design implies motivation, drive and success, whilst remaining simple, legible and genuine.
Together with the O, the arrow also alludes to the shape of a microphone, which effectively symbolises their business.
When in 3D the logo has a strong, bold presence and has a memorable impact on viewers.Back to top
Online Brand Consistency
For the On Top web design project, we were engaged to continue the new brand we had designed across each of the companies online platforms. Our objective was to ensure consistent branding was occurring across all marketing opportunities.
The client also requested that we also create a unique icon for their mobile app that used their new logo.
We aimed to design a website that generated interest from On Top’s target audience.
In order to improve listener engagement, we designed the website to include necessary functionalities, such as an online radio player, a chat room, DJ schedules, App downloads, as well as social media integration.
The website’s functionality was designed to reflect the broadcast occurring, in real-time.Back to top
Distinctly Visual And Clear Communication
The final product was a distinctly visual website that communicated well with the target audience and provided a user-friendly experience, with all functions easy to find and to use.
The online player and chatroom has meant that engagement during broadcasting has dramatically increased due to the accessibility of contact through the website.
To ensure consistent branding was maintained across all digital channels, we were engaged to create the companies app icons. The design was based upon a 3D speaker image, which worked well with the logo, due to it’s digital format.
The new icon refers to a speaker, with a metallic texture, which displays the word “On”, referring simultaneously to “On Top” and “On Air”.
Their website address is http://ontopfm.netBack to top
Exciting And Memorable Visuals
On Top often require promotional event posters to advertise their upcoming London based events.
As booking and tickets were available through the radio station’s app, the poster’s main purpose was to encourage app downloads and to link to the Google Play store.
We created designs that utilised the current dynamic brand colours and remained in-line with the brand guidelines, whilst crafting a visually exciting and memorable visual.Back to top
The event posters needed to reflect the new branding, as well as to signify the new app visually, both through icons and text, thus effectively promoting the station.
The design needed to be highly innovative and professional, in order to set On Top apart from their competitors.
The concepts we created communicated through an attractive combination of the brand colours with appealing and appropriate textures, and strong call to action copy.Back to top
Exciting and Tactile Design
The final design was also to be used as a banner print for display at On Top events.
Our use of exciting textures created an almost tactile design; microphone texture, burned paper, grunge, cracks were all combined to disrupt and innovate the white space.
The brand colours and icons were continued throughout the design for greater consistency.
Additionally, the app’s responsive design was suggested through the use of several devices with different screen sizes within the final design.Back to top
- Client: On Top Radio