Leading UK entertainment outlet Radio Times has unveiled its first major rebranding in over two decades, reflecting a deep respect for its century-long heritage while embracing modern design principles. This fresh identity notably counters the prevalent trend of bland minimalist rebrands, effectively marrying nostalgia with contemporary aesthetics.
The rebrand, developed in collaboration with Why Projects, aims to appeal to a younger demographic that seeks cultural insight amidst the overwhelming array of entertainment options available today. Senior designer Nick Wells notes, “Our audience research revealed a younger group curious about Radio Times, often overwhelmed by media options and primarily engaged on digital platforms.” The new design features bold typography, with a distinctive typeface named “Screamer,” enhancing legibility and visual impact.
A cohesive look encompasses Radio Times’ app, website, and podcast, centered around a fresh logotype and digital icon crafted by renowned designer Rob Clarke. Inspired by ’80s and ’90s masthead aesthetics, this new visual identity aims to attract new audiences while honoring long-time readers. “We balanced heritage and modernization,” Wells states, emphasizing the importance of respect for tradition within the rebranding process.
Key features of the redesign include the new ‘RT’ icon, characterized by a graphic element called “The Beam,” symbolizing the brand’s commitment to highlighting standout entertainment. The color palette combines a classic British Racing Green with a vibrant Bright Green, reinforcing the brand’s dynamic yet established identity.
Wells admits that the process was not without challenges, noting the difficulty in achieving consensus on the new visual framework. However, he views the outcome as a significant step in ensuring Radio Times remains relevant and impactful in today’s digital landscape. “With such an iconic brand, it’s about respecting its legacy while ensuring it evolves,” he adds.
This rebrand aims not only to solidify Radio Times’ place in contemporary media but also to break free from perceptions of being merely a listings magazine, fully embracing its quirky and entertaining roots.
