This project is truly special to me. For over 20 years at Bonneville/Hubbard Chicago not one in-house designer has ever been given the privilege to create one of our station’s logos. Outside influences such as agencies or the Director of Digital Media from our Minneapolis corporate office has always gotten “dibs” on these scale of projects, but this time was different. This time, they wanted ME to create the visuals for our new station and I was determined to deliver.

Excited for this project was an understatement -but they had no creative direction of what they wanted so I know this would be a process, but I knew we would get there. The name and theme of the newly branded station was “Throwback songs from the 90s and 2000s.”

With this information, I started with the cookie-cutter radio style logos to get a temperature on what they thought, but it was also a great way to get in that mode of 90s and 2000s styled logos. As you’ll see, these first draft designs were to get a feel of what elements they might be looking for or if we should go in a completely different direction.

I remember thinking at the time: