Geelong’s ROCK and BayFM has launched a new-look station branding. 

Created by local Geelong based design firm Ken Lawson Design, both brands have been carefully developed to not only capture each station’s individual attributes, but to also sit comfortably together under the Geelong Broadcasters (and broader Grant Broadcasters) banner. 

The previous K-ROCK logo has been around since the station first launched in 1990 and was synonymous with its edgy rock-based format. 

Program Director Leigh Kuhlmann said the new K-ROCK brand is designed to reflect the station’s top 40 music position, targeting the 25 – 39-year-old demographic, which has been in place for a number of years. 

“The new K-ROCK look delivers the synergy we needed. What you see out on the street and what you will hear coming out of the speakers….it looks hot!” he said. 

BayFM will not only move to a fresh new contemporary look, replacing the existing branding which has been around in one form or another since 1989, but it will also be dropping the ‘FM’ from the brand and call sign, moving to Bay 93.9. 

Bay 93.9 Program Director Mark Hyland said the station has refreshed its adult contemporary format and will continue to target a slightly female skewed 35 – 54 demo. 

“It was time to refresh our image and sound. We have a very solid listener base but it’s time to change to reflect current trends, online and on air. I love our new look.” 

Some nine months in the planning, the launch of the new-look K-ROCK and Bay 93.9 brands will involve an extensive local marketing campaign and various street activations. 

“I’m so proud of our amazing team and these aspirational new brands,” said General Manager Andy Mathers. “I hope Geelong, the Bellarine and the Surfcoast love them as much as we do.”