Frog revealed as rebranded Mercia FM's new logo

[dutchman]

The new logo for the rebranded Mercia FM has been revealed – as a frog!



The station is set to become Free Radio later this month along with its sister stations BRMB, Beacon and Wyvern.

The stations have all been rebranded by parent company Orion. And its new logo will show an amphibian leaping into the air.

Chief executive Phil Riley said the name Free had been chosen from one of eight alternatives, three of which would have caused too many legal problems.

The next step was to choose the right image for the new group.

At a meeting featuring a range of alternatives designed by a creative agency, Riley said he was the first person to give the frog the thumbs up.

“I said: ‘I quite like this’,” he said. “And then others said: ‘We do, too.’ It’s a symbol that says we are ‘free’.”

Riley added: “We’re also going to be having new jingles.

“It’s been interesting listening to jingles that were only ten years old, but even they sound so dated you wouldn’t want to put them on air.”

The changeover, which will be phased in gently during the last week in March, has been designed to enable Orion to buy more cost-effective TV packages to better compete with commercial rivals.