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FUSION

95.1-2
Ellie Harpole

1 - Brand Identity Guide

Brand Identity Guide - 1

TABLE OF CONTENTS

Fusion fm 95.1-2: who we are

FUSION FM 95.1-2: WHO WE ARE

TYPEFACES

COLORS

LOGOTYPE, LOGO, LOCKUP

ADVERTISEMENT

BROCHURE

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2 - Brand Identity Guide

Officially launched in September of 2015, Fusion 95.1-2 is a partnership of


Bryan Broadcasting and is broadcasted from the campus of Texas A&M
University in College Station. The station is run by Texas A&M students
and caters to an 18-24 years old, middle class, student listener base within
a 100 mile radius of the station.
The programing is unique in that Fusion FMs playlist is drawn from
several formats, including alternative, active, modern, indie, grunge, folk,
and classic rock. Because Fusion FM does not conform to an existing
format, we refer to the format as divergent rock. Divergent rock fuses
aggressive, quirky, and chill sounds with other related genres to form a
sophisticated, yet, unapologetically unrefined sound.
What Fusion brings to its audience is unique to any other rock station on
air. The product itself is different in that it is student run, and the format
is different because of the variety. Divergent rock crosses boundaries.

Brand Identity Guide - 3

TYPEFACES

COLORS
Pantone 260C

Elston Pro Bold, Logogtype


Elston Pro Light, Logotype

Pantone 375C
R: 100 G: 38 B : 103 R: 151 G: 215 B: 0

GRAY
R: 55 G:51 B:61

C: 66
M: 100
Y: 8
K: 27

C: 72
M: 69
Y: 54
K: 52

C: 46
M: 0
Y: 90
K: 0

Bebas Nue, Headlines (Tracking 50)


Candera, Body Copy (Tracking 5)
Athelas, Cutlines/Captions

Elston Pro is the font of choice for the logotype because it is legible, but
has unique lettering that fits the feel of Fusion. The S in particular is
edgy and reflects the divergent rock format of the station. The headline
font, Bebas Nue, is an all caps font that will stand out on a page and draw
the readers eye to each section of content, without competing with the
logotype. Candera is the body copy font because it is easy to read on the
page but is not overly sophisticated. It is clear and maintains the integrity
of Fusions image. The caption font is Athelas. The serifs on this font are
not excessively emphasized. As a result, it works well for captions because
it is subtle enough to not distract, but also strong enough to not get lost
on the page.
4 - Brand Identity Guide

The Fusion primary colors are deep purple and bright green. The two
dominant colors serve to catch the eye without being overly youthful.
They pull from the dark, aggressive tones of rock music and the quirky,
fun side of it. This mixed vibe serves to highlight the unique and divergent
style of Fusion.
The two complementary colors are accompanied by a secondary gunmetal
gray. This more neutral color plays into the variation of themes in the
stations music. Gray can mean everything from rough and clunky, to cold,
to sophisticated and modern, and yet it is all still gray. In the same way,
Fusion assumes many different tones, but is still a cohesive and distinct
station.
The combination of the three colors gives Fusion cohesion and flexibility
in what they use for branding and advertisement. The two, bold, primary
colors can draw readers to look at posters and print material. When
a more subdued appearance is necessary, like in business documents
and literary material, the gray can be used more prominently to change
the look. All together the three colors of the station help to further the
identity of Fusion and what it means in the industry.
Brand Identity Guide - 5

Logotype

Logo SYMBOL

lockup

Divergent Rock

Logotype, Logo, Lockup


A logo, logotype, and combinations of the two need to be easily
transferable onto multiple and varied media. That is why ours are simple
in form, but powerful in appearance. The uncluttered but informative text
makes reading our logotype and lockup easy, and it stands out because of
the powerful and telling colors. To understand the versatility in our design
from the big picture perspective, take a look at our lockups. The different
styles of each element in our lockup, such as the outline and black and
white versions, exist to allow more flexibility in where our identifiers can
be used. For example, the outlined version of our logotype is perfect for
a pen or koozie and the full-color versions are great for a car decal or
advertisement.
As for the more detailed side of things, notice that our logo is purposefully
designed to function as a symbol, rather than a stand-alone character, and
should never be used by itself. Instead, the logo must be pared with the
logotype when it is used. We believe that our logotype tells the story of
our brand well and needs only to be accompanied by, not replaced by, a
logo. As explained earlier in the brand guide, our colors and font represent
the diversity of our format so that symbolism already exists. We do not
need to be redundant in stating that again through our logo. Instead, the
logo symbol was designed to help to further the idea that Fusion is a radio
station and to emphasize the production side of the station, which is a
unique aspect of Fusion, since it is student run.
Overall, the variation, flexibility and symbolism that our lockup and each
of its elements hold help to represent the dominant characteristics of
Fusion.

Divergent Rock

6 - Brand Identity Guide

Brand Identity Guide - 7

Sample Advertisement

This poster was designed to hang on the walls in a hall, on bulletin boards,
on store doors, and other local, visible areas. It informs people about
Fusion, as the station is still new and the target audience in the community
may not yet know about it. The poster style makes it easy to distribute so
that it is visible to my target audience in the places that they will likely be.
The design is simple but bold so that it will grab the attention of people as
they pass by, is quick to read, and contains the most pertinent
information. It calls people to visit the stations social media and to tune
into Fusion on the air. The large logo is easy to read and stands out on
the page, but is balanced by the description portion on the bottom third
of the page. The pictures of the artists add interesting visual elements
and quickly inform the reader of the types of music that Fusion plays. The
linear flow makes the poster copy flow well and keeps it organized.

8 - Brand Identity Guide

Brand Identity Guide - 9

Fusion
is a student
run station on
the campus of
Texas A&M University
and functions in partnership
with Bryan Broadcasting.

NT
EAR
THING
OL?

Divergent Rock

WA
TO H
SOME
CO

Arctic Monkeys
Sublime
Weezer
Alice in Chains
George Ezra
The Dirty Heads
Blind Melon
Of Monsters and Men
Greenday
Led Zeppelin
Joan Jett
Walk the Moon
Allen Stone
Queen
David Bowie
Macklemore
Lupe Fiasco

FusionRadioHD.com

@fusionradio

@FusionRadio_HD

Facebook.com/fusionradiohd

Aggielands only divergent rock station.


Fusion FM is unique: it draws from
several formats including folk,
alternative, indie, grunge,
modern, active and
classic rock.

Panel 1- Base Outside: This panel is the very back


of the brochure and the flaps that fold to form the
front of the brochure.

10 - Brand Identity Guide

Panel 2- Base Inside: This panel is where Panel 3 will


adhere, and is the content that is behind the flaps
created by the Inset Panel 3.

Brand Identity Guide - 11

FUSION BROCHURE SAMPLE

WHO
ARE WE?

WHERE TO
FIND US?

FUSION
95.1 FM HD 2

This spread was designed to fit the format and audience of Fusion. It is
important that all aspects of our branding appropriately represent our
stations feel. Fusions programming is edgy and unique, so our print
materials need to be also.

WHAT DO
WE PLAY?

WHAT ARE
WE?

Panel 3- Inset Panel: The center of this panel will be


adhered to the blank center of Panel 2 and will be
the cover flaps that invite readers to fold back the
flap to find out more information.

12 - Brand Identity Guide

Along with representing the station well, we also have to serve our
audience well. The target listener for this station is young, specifically
a millennial, who is not easily intrigued by the stock brochure concept.
So we designed our brochure layout to be dynamic and interactive. The
front panels of the brochure (Panel 1) open up to reveal the inset panel
(Panel 3). Panel 3 introduces Fusion, and has flaps with questions and
comments that the reader can fold back to find out more information
(Panel 2). The back of the brochure (Panel 1) has the Fusion logo on
it. The unusual shape of our brochure and the punchy colors on the
outside draw people to pick it up. The bright colors on the inset page
immediately catch the attention of both serious inquirers and those just
thumbing through it. The interactive panels are intentional logistically
as they keep the reader engaged and curious about what is behind each
flap. The panels are important and effective also, as they stand alone and
work cohesively to inform the reader of all of the important aspects of
our station and its programming.
This brochure will be available to our audience on the campus of Texas
A&M University, and in stores, restaurants and waiting rooms around
our coverage area that our target audience frequents. Its purpose is to
inform our audience of the presence of the station and how to connect
with Fusion online and on air.
While this design does cost more in production, it is important to
establish a sizeable and steady listener base as quickly as possible, in turn
generating high station ratings and eventual profit. This design concept
will be the most effective medium of attracting and communicating with
our audience; therefore, the initial cost is justifiable.
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14 - Brand Identity Guide

Brand Identity Guide - 14

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