Designed to reflect the changing ways audiences interact with audio today, Kiss has unveiled a new full-scale rebrand created by Not Wieden+Kennedy. 

The rebrand aims to bring to life Kiss’ mischievous and playful tone of voice and reflect what it means to be an audio brand in today’s society. 

The creative refresh takes inspiration from the brand name and uses an ‘x’ to represent a kiss as the visual centrepiece. The ‘x’ is a well-known digital sign-off and has become a culturally playful symbol. It is often used in fun or humour or to add playfulness and expression in communications. 

The kiss is used throughout the brand identity and can be seen in the brand logo, designed to look like a kiss through text distortion to make the logo a puckered shape.

Across the brand materials, the kiss is represented in typography and in animation.

“The identity, in itself, is incredibly simple,” explained Adam Hunt, Design Director, Not Wieden+Kennedy. “Kiss has always had mischief in its spirit and DNA. The opportunity for us was to take that soul and build an identity that behaves as playfully as the brand itself. We all wanted something that could live fluidly across everything, from social feeds to live events.” 

The refresh encompasses all Kiss stations, including Kissstory, Kisstory R&B, Kiss Dance and Kiss Extra. Each sub-brand has its own colour palette and identity within the masterbrand. 

The new visual brand was launched with a campaign that saw Kiss Breakfast presenters Tyler West and Chloe Burrows deliver their show live from a perspex studio on the back of a neon pink truck. Media strategy was led by the7stars.

“KISS is a breath of fresh air, in a media trained, corporate world, Kiss is unapologetically itself. So we’re embracing our feral era and taking to the streets of London to show how a bit of Kiss mischief makes every day a bit more fun. Watch out London, Gob Squad incoming,” added Phillipa Beaumont, Creative Director at Wieden+Kennedy London.

The bold and playful refresh brings to life Kiss’ unique brand personality through distinctive visuals.