South Africa’s youth radio station based in Johannesburg, YFM has undergone an official evolution. The station, synonymous with youth culture in South Africa, will now also be visually identified as Y.
In keeping with its digitally native young adult audiences who do not only play in the space of traditional media but create and develop digital spaces, the management said it became apparent that the iconic YFM logo required an evolutionary step to mirror this dynamic.
Haseena Cassim, the station’s Managing Director expressed confidence that the evolution to Y will strengthen connection with listeners.
“It has been an exhilarating journey to this point, and I am confident that this natural next step will strengthen our connection with our listeners and propel Y to new heights,” Cassim said.
The station’s Marketing and Communications Manager, Natasha Wadvalla said the station is at the pulse of youth culture and as a content brand, it creates with its audience.
“The brand’s fluidity is a mirror of their mindset. We tried to capture this in our new CI and campaign, making sure the essence of what Y represents, to young people, continues to resonate with them. It was a task that we didn’t take lightly, understanding that we are responsible for an iconic South African brand,” Wadvalla said.
“Involving our talent in the TVC was so important as they are the voices and faces of our platforms. We are very proud of what we have produced,” said Natasha Wadvalla, Marketing and Communications Manager at YFM.”
In addition to launching a refreshed logo, Y launches its new campaign ‘Y _NOT’ using a bold digital and on-air campaign coupled with a television commercial.
‘Y _NOT’ promotes and heroes individualism and supports young adults embodying their greatness. The station believes that the most powerful catalyst for progress is when young people have an enabling space to pursue their ambitions and seeks to ensure that its platforms promote creation through collaboration.
The station has also relocated to its new studios in Hyde Park, Johannesburg, where it occupies space along with its sister brands eTV, OpenviewHD and eNCA.