The Problem

Plymouth Radio needed a brand identity that felt genuinely local — not a generic radio station logo, but something rooted in the city's character. The brief called for a visual that could connect with the Plymouth community while still feeling polished enough to hold up across broadcast and digital platforms.

The Process

The identity was anchored in the Plymouth Hoe lighthouse — one of the city's most recognisable landmarks and a symbol of guidance and community. Rather than illustrate the lighthouse literally, I abstracted it into the logomark and layered in a circular form that doubles as both radio waves and a broadcast signal, making the function of the station legible in the mark itself.

The full system was then extended across on-air graphics, social assets, and web touchpoints, keeping the local reference consistent without the brand feeling folksy or small.

The Outcome

A complete brand identity with a logomark that carries genuine meaning for a Plymouth audience — built to work across every format the station broadcasts through, from digital to print. The dual symbolism of the lighthouse and radio wave gave the client a story to tell about their brand, not just a logo to display.