9&10 News switches to awkward and odd new logo - NewscastStudio

WWTV, a bluish Michigan presumption that, acknowledgment to a immense viewing country that relies connected outer presumption WWUP to boost its signal, has switched to a caller logo design that continues the signifier of featuring some of its transmission numbers.

The newscasts person agelong been branded on-air arsenic “9&10 News,” a notation to the respective channels WWTV, licensed to Cadillac and Traverse City, Michigan, and WWUP, Sault Ste. Marie, Michigan, occupy. 

The aged logo plan spelled this retired rather virtually — styling it without immoderate spaces betwixt the numerals and ampersand. 

The caller logo features the “9” rendered without the reversed-out ellipse successful the mediate apical information the numeral usually has with the fig “10” formed with antagonistic abstraction disconnected to 1 side.

The signifier of the “9” arsenic good arsenic the “1” and “0” is precise akin to Futura, which is the typeface the presumption migrated to connected its website and caller graphics package.

The Heritage Broadcasting Group-owned presumption has stuck with its wide bluish and yellowish palette. However, the shades person been tweaked to much modern ones, with the yellowish becoming a spot much goldenrod and the bluish switching to a somewhat little agleam look.

The caller plan besides sheds the ampersand oregon immoderate different notation to the connection “and,” which remains included successful verbal versions of the branding utilized on-air aft the redesign.

The knocked-out “10” has been positioned truthful that the oval signifier created by the mediate of the zero becomes portion of the right-sided curve.

Overall, the logo is practically the epitome of the flat, brutalist plan inclination that’s worked its mode done the plan satellite — particularly with however the “9” is converted to a dense coagulated signifier that looks a spot similar an oversized apostrophe. 

The plan wholly drops the ampersand oregon immoderate nonstop notation to “and,” alternatively relying connected the spectator to work the logo arsenic some a “9” and “10.”

The “10” is arguably easier to read, fixed that astir 80% of it is disposable without interruption — and it seems that astir people’s minds would capable successful the remainder of the shape.

Expecting the wide signifier to beryllium work arsenic a “9” is possibly a spot heavier of an ask. It seems arsenic though the plan is attempting to usage the knocked retired “10” to suggest the antagonistic mediate of the “9,” though this is simply a spot a agelong fixed that it’s close aligned, alternatively than successful the middle, and the constituent that’s closest to wherever the mediate would beryllium is simply a “1” created with wholly close angles and consecutive lines.

There’s besides a spot of a typographic inconsistency — the highly geometric and wide footprint of the “9” signifier would pb you to judge the mediate knockout should beryllium a cleanable circle, arsenic opposed to a much oval signifier similar galore fonts use. However, the zero successful the “10” relies connected a salient ellipse successful its halfway and is much condensed.

Of course, 2 numbers don’t person to usage the aforesaid font (though they did successful the station’s aged design) successful a logo, but the value of wide benignant of each 1 should beryllium considered — and determination appears to beryllium a important clash here.

The ultra-simple shapes successful the plan besides person a consciousness of the fistful of “Tegna”-fied logo designs that that radical rolled retired crossed galore of its stations, including WXIA successful Atlanta and WTSP successful Tampa Bay, Florida.

All that said, the presumption deserves immoderate recognition for taking a hazard with this plan and it replaced a alternatively dated look that plentifulness of plan issues itself.

As of January 2023, the Cadillac Telecasting Company-owned WFQX, a Fox affiliate that Heritage runs done an SSA, is besides carried connected 9.2 and 10.2, has kept its “Local 32” sanction and “9&10 News connected Local 32” newscast branding, the caller icon is utilized for the latter.

The usage of 2 numerals successful a presumption logo is uncommon but 9&10 News is not the lone presumption that uses this approach. Another notable illustration is KHBS successful Fort Smith, Arkansas, and KHOG successful Fayetteville, Arkansas. These stations, which are considered satellites of each other, collectively marque arsenic 40/29 News.