YFM announced that the station will be visually identified as Y.
According to the station statement, the Y logo represents the new, the here, the now… but also speaks to the future of where the brand will venture and how the brand CI and its platforms are able to remain relevant in any context.
In addition to launching a refreshed logo, Y launches its new campaign ‘Y _NOT’ using a bold digital and on-air campaign coupled with a television commercial. ‘Y _NOT’ promotes and heroes individualism and supports young adults embodying their greatness.
“It has been an exhilarating journey to this point, and I am confident that this natural next step will strengthen our connection with our listeners and propel Y to new heights,” says Haseena Cassim, MD of YFM.
“Y is at the pulse of youth culture and as a content brand we create with our audience. The brand’s fluidity is a mirror of their mindset. We tried to capture this in our new CI and campaign, making sure the essence of what Y represents, to young people, continues to resonate with them. It was a task that we didn’t take lightly, understanding that we are responsible for an iconic South African brand. Involving our talent in the TVC was so important as they are the voices and faces of our platforms. We are very proud of what we have produced,” says Natasha Wadvalla, Marketing and Communications Manager at YFM.
In addition to these exciting new developments, the station this month relocated to its new studios in Hyde Park, Johannesburg, where it occupies space along with its sister brands eTV, OpenviewHD, and eNCA.