Emap Performance unveiled a new look for hard rock title Kerrang! as the brand limbers up for expansion into other media, starting with its website launch next month.
The new identity was created by Bamber Forsyth, the same consultancy behind the makeover for Emap’s pop music brand Smash Hits, which moved into radio and television this year.
“The new identity works equally well in print and on screen, and will lend itself well to animation,” said Bamber Forsyth design director Marcia Mihotich.
Emap Performance hopes the new look will broaden the music magazine’s appeal while at the same time reaffirming its continued commitment to new bands. Chief executive Tim Schoonmaker said he wanted to make Kerrang!, currently averaging sales of just under 200,000, into Britain’s top-selling music weekly.
Russell Jones, Emap Performance’s youth brand director, said Kerrang! was leading the trend towards loud, hard and alternative music.
“With consumer advertising to support the redesign, a website launching in December and further brand extensions in 2001, it’s certainly an exciting time to be working on Kerrang!.”
The magazine will be cover-mounted for the November and December issues, and will promote a series of live shows in December, branded the K Fest.
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