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New Logo for Los 40 by Gold Mercury International



Noted May. 19, 2016 by Armin

Industry / Entertainment Tags /


(Est. 1966) “Los 40 (formerly Los 40 Principales) is a Top 40 contemporary hit radio musical radio network and radio station brand in many Spanish-speaking countries from Prisa Radio. The station has its origins as a music show at Radio Madrid, today Cadena SER in 1966, where the 40 Principales chart was born, then evolved into a spin-off radio station in 1979. The brand’s network in Spain has more than 4,000,000 listeners alone. Los 40 Principales stations broadcast in Argentina, Chile, Colombia, Costa Rica, Dominican Republic, Ecuador, Guatemala, Mexico (franchised to Televisa Radio and aired by many Radiorama stations), Panama, Paraguay, and Spain.” (Wikipedia)

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Gold Mercury International

Related links

Prisa press release

Relevant quote
The new brand communicates the renewed vision for the digital entertainment and includes a major change in its name, which happens to be Los40. The word 'Principales' disappears because Los40 is much more than a list. The new Los40 graphic mark is formed by a ribbon with the iconic multi-color effect of this brand and symbolizes the connection between cultures, diversity, global music and entertainment without borders, representing its international presence. The ribbon also means a connecting and bonding between different generations who enjoy their music, content and events.

Prisa press release (Google Translated)

Images (opinion after)
New Logo for Los 40 by Gold Mercury International
Logo detail, with tagline.
New Logo for Los 40 by Gold Mercury International
Banner announcing new logo.
New Logo for Los 40 by Gold Mercury International
Logo introduction during Primavera Pop 2016.
Evolution of the logo. That first one is so good, can we get that one instead?
New logo launch video; quite possibly the most useless animation preceding a logo introduction.

[I know you all want a critique of the DC Comics logo but we are going to wait until May 25, when there will at least be one application of the logo with the release of ‘DC Universe: Rebirth Special #1’]

Given how nice — typography notwithstanding — the original logo was it's disheartening to see what it ended up like in its latest version; it's like it went to clown school but then hit rock bottom in life and got all bloated and then tried to get back in the game with cheap plastic surgery. Or some other metaphor that conveys what a terrible logo the old one was. The new logo is better by default and, to its credit, it's almost good. The ribbon approach is nothing new but for a global radio station it's probably novel enough. The 45-degree construction is nice and allows for some flexibility in how the "40" locks up with "Los". It reminds me a little of The Met, where the "THE" in it was given a lot of prominence as is the case here with "Los". Dropping the "Principales" ("Top" in English) makes sense as it's a long name otherwise and I'm sure most people do just call it "Los 40" ("The 40" in English). Overall, nothing groundbreaking but nice to see a global radio station go with something more heavily and consciously branded.

Thanks to Raymie Humbert for the tip.

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