Tuning In to a Symbiotic Signal

Cincinnati Public Radio is a highly trusted, independent source of journalism, music and culture in a demographically distinct tri-state region. It comprises three radio stations — 91.7 WVUX, 88.5 WMUB, and 90.9 WGUC — and a digital presence in podcasts and HD2 channels.

Our challenges were to define and elevate the brand of “Cincinnati Public Radio” — including an exploration into uniting their station identities and assets. 

During sessions with various audience segments, we uncovered a symbiosis: Cincinnati Public Radio serves as listeners’ intellectual and cultural hub, and in return is enriched by its connection to the pulse of the city, the region and the world we call home. There was a strong desire, both on the part of listeners and employees, to own “Cincinnati” and provide a platform for the great diversity of voices through community created and inspired media.

We crafted a brand foundation and identity around the fundamental notion that community is built on the ground we share — serving not only as the new rallying cry for the look and feel, but also as a driving force behind the decision to build a new home for Cincinnati Public Radio in the downtown area.

The primary master brandmark is composed of the tri-shape symbol and Cincinnati Public Radio logotype, shown below. The three “arrows” that make up the symbol signify convergence — moving together toward a common point through news, music and community. The bright color palette is uplifting and hopeful, and the spectrum speaks to inclusivity.

Client: Cincinnati Public Radio