CLIENT: Mix FM
PROJECT: Brand Identity

In 2010 the very first public licences to broadcast on the FM radio frequency were granted within the Kingdom of Saudi Arabia. Of the five licences that were issued, one of these led to the creation of Mix FM. Mix FM is the first radio station in the region that specifically targets young Saudi nationals between the ages of 16 to 30.

The visual identity of the brand had to successfully convey that Mix FM is the most in-tune radio station with young Saudi Nationals who want to enjoy a contemporary sound that is also in tune with their native heritage and culture.

Our concept for the brand identity was to reflect the modern ‘connected’ lifestyle of Saudi youth culture and the mix of new media touch-points and entertainment experiences that are available to them.

The logotype was created around the concept of ‘Mix FM – It’s all in the mix’ so that it’s rendered in a bold and chunky contemporary style, allowing it to contain a mix of imagery that reflected the mercurial nature of youth trends and interests.

The colours, patterns and shapes within the logotype vary from traditional calligraphy, graffiti, modern illustration to technological imagery all coming together within the connected world of Mix Fm.

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