OVERVIEW Fresh Air is a public radio talk show covering contemporary arts and issues through intimate interviews. The show’s longtime host, Terry Gross, has been praised for her “probing questions and unusual insights.” The visual identity of Fresh Air has only been updated once since joining NPR in 1985, so the executive producers want to redesign the logo and refresh the brand in anticipation of the show’s upcoming 35th anniversary. Fresh Air’s target audience is upper-middle class, highly educated, aged 45-60. They also tend to be eco-conscious and politically active patrons of the arts.
SOLUTION The new Fresh Air logo is constructed of two speech bubbles, symbolizing the show’s emphasis on intelligent conversation and human connection. To maintain brand recognition, I kept the two contrasting blue tones from the current logo. The geometric humanist Metric in the logo is complemented with a tagline set in Surveyor, a sophisticated serif typeface. Speech bubbles from the logo are fashioned into a repeating pattern on branded show items that will serve as thank-you gifts for radio listeners who donate during station pledge drives. Fresh Air’s updated webpage organizes a significant archive of past interviews and features a banner image to create visual interest that differentiates it from other shows on the NPR site.