Jacaranda FM has unveilied a refreshed brand identity, introduced a simplified new logo, an expanded palette of purple and a new brand font as the brand enters an exciting new chapter.
While the look is evolving, the thinking behind it remains firmly rooted in what Jacaranda has always stood for: being a feel-good space for its listeners. The refreshed identity brings this positioning to life in a more distinctive and contemporary way, reflecting the role Jacaranda FM plays in people’s everyday lives, both on and beyond the airwaves.
The thinking behind the new identity is also informed by insights from last year’s Time Out South Africa’s ‘The Joy Revolution’ research, which explored what brings people happiness and a sense of fulfilment. The research found that 81% of respondents said spending time with people they like gives them energy, while the same percentage said they feel happiest when spending time with loved ones. A further 74% said simply resting gives them equal satisfaction.
These findings point to something important: joy isn’t always about excitement, big occasions or getting away from everyday life. It’s often found in the ordinary moments, familiar routines and relationships that make people feel good. It’s found in sharing a laugh and spending time with loved ones, listening to music or taking a moment to unwind – everyday experiences that are at the heart of Jacaranda FM’s Feel Good philosophy.
“Being a feel-good brand has always been central to who we are, but it’s also about understanding what that means to people in their everyday lives. ‘The Joy Revolution’ research reinforced that some of the things that make us happiest are often the simplest. We want Jacaranda FM to be part of those moments, bringing a little more joy into people’s days,” says Vuyani Dombo, Managing Director of Jacaranda FM.
Visually, the refreshed identity keeps purple firmly at the centre of the Jacaranda brand, introducing more shades to give it a fresh feel and greater depth. The simplified new logo reflects this refreshed direction, while the new brand font brings a little more personality, with a smile woven into almost every letter.
The new identity also reflects how Jacaranda FM has grown beyond its traditional radio offering. While broadcasting remains at the heart of the brand, Jacaranda FM now connects with audiences through content, digital platforms, social media, live experiences and brand partnerships.
“Radio has always given us a wonderful way to connect with people, but today that connection happens in so many different ways, from the content we create and the conversations we have on social media to the experiences we bring to life in communities,” Dombo continues. “We want that same Jacaranda feeling to come through in everything we do. Our new identity gives us a fresh way to express our personality and take the brand forward, while staying true to the things that have made people feel connected to Jacaranda over the years.”
At its heart, the new Jacaranda identity is about more than a change in appearance. It’s a fresh expression of a brand that believes in the power of connection, participation, humour and the everyday moments that can make a real difference to how people feel.
