That’s CHOM’s new logo.
They launched it this morning, to great fanfare:
With PJ Stock joining the morning show this week (it will be “Chantal, PJ and Bad Pete”), it made sense to do it now. CHOM had risked being the only Montreal music station not undergoing a bullshit renaissance over the past year (see Mix 96, Q92, Énergie).
They made a big deal of it on the morning show, though I can’t figure out what other than the logo is changing. The tagline is still “The Spirit of Rock”, and it sounds like the music is still going to be the same (Pete Marier made a vague reference to “nicely tempoed rock and roll”). The press release makes mention of “more music” (sound familiar?), but gives little details. It lists three bands: 30 Seconds to Mars, Cavo and Shinedown (three bands I’ve never heard of) as examples of music that will “now strengthen the core of music that CHOM listeners love”, whatever that means. Listening to their music just now, I can’t say that makes me terribly optimistic.
But, it also reassures loyal CHOM listeners that Led Zeppelin, Black Sabbath, AC/DC, Pink Floyd and Metallica aren’t going anywhere.
You can listen to their new audio branding here, which sounds pretty indistinguishable from their old branding if you ask me.
CHOM’s old logos are everywhere, they’re familiar, and they feel like the kinds of logos you’d find on a classic rock station:
With a 2002 redesign, it kept the red and black motif, even if it lost some of its charm. Still, it was clean and simple. Professional, even if a bit too corporate:
This new monstrosity of a logo looks like it was cooked up by a 14-year-old in his basement using Adobe Illustrator. The black and orange seem to evoke a Harley Davidson-esque feel* (without being so similar that they’d get sued over it), but other than that there doesn’t seem to be any reason behind it. Why orange? Why something that looks like an American highway sign? (Is it because Tom Cochrane’s Life Is A Highway is going to be even more overplayed?) Why go overboard on the simulated gradients?
*UPDATE (Feb. 2): Apparently it’s no coincidence. Their contest of the week involves giving out a Harley Davidson motorcycle.
Why is there nothing about this logo that makes me think of Montreal or rock music?
It’s been compared to a U.S. hockey team’s logo. I can’t think of a worse insult.
If this is CHOM’s “new baby”, I’m just going to have to be brutally honest: It’s a really ugly baby.
UPDATE (Feb. 11): Hour’s Craig Silverman explains the new logo with comments from program director Daniel Tremblay (and quotes this blog post). Rue Frontenac also has a piece on CHOM’s attempts to attract a younger audience.