Joe is the name of one of the larger radio networks in Flanders, providing a tried and tested mix of contemporary hits and the best music from recent decades for a target audience aged 35-50. It is a part of the Medialaan group, which also includes leading TV channel VTM and the radio network Q Music. On Tuesday, the station was given a new look, created by Amsterdam-based Cape Rock.
The new look should feel slightly younger more contemporary than its predecessor. The logo features a "spotlight" that can be used to showcase different musical artists. The lime green colour is part of Joe's heritage and allows the brand to stand out.
From Cape Rock.
CapeRock redesigns one of Belgium’s most popular radio stations Joe (MEDIALAAN) Joe has a revitalized brand image that carries music at the heart of it’s brand and visual core. With a new, fresh, modern, and slightly younger appearance, the brand is on top of it’s game again. The brand image of Joe was dated and needed to be revitalized to retain Joe’s strong position in the Belgium market. The Joe brand is personal and close-by, following the rhythm of your day. It’s a musical source of inspiration providing you with all the inns-and-outs about music, songs and artists. Joe connects to the music loving people with a playlist that varies from all-time greatest hits to todays instant classics.
To claim the best music on-air, always and all the way, CapeRock designed an identity that carries music at the heart of the brand by putting the greatest artists and best music in the spotlight, capturing them in the O from Joe. The lemon lime green colour makes Joe stand-out in the market place and links back to the brand’s heritage. The identity system works with different colour combinations.