Vocalo is Chicago’s urban alternative radio station. Chicago is a city of neighborhoods, each filled with independent shops supported by the surrounding community. From the supermarket to the the muffler repair shop, they speak visually — bold sign painted words and numbers scrawled across neon papers. Perhaps there is nothing more ubiquitous and authentically representative of our neighborhoods than this expression.

The Vocalo wordmarks were created by following traditional sign painting methods. The two variations were structurally refined on the same grid to ensure perfect production and to unite their horizontal and vertical relationships.

This identity includes two logo styles with three core color pallets, aligning with the sign-painterly execution where variation can occur. Utilizing a variety of form, color, and at times brush texture, we embraced the hand-done aesthetic without looking pastiche nor cliche. While the colors and styles change, they were designed in accordance with one another, thus creating a gestalt that repeats in the public’s mind.