M1 is Lithuania’s first music radio station, launched in 1989 with Queen’s “Radio GaGa” as its opening track. For decades it defined youth culture and national pop trends, extending its influence through live events and high-visibility stunts. By 2025, however, radio’s cultural dominance had waned and M1’s fragmented visual system no longer matched its ambition. The rebrand was commissioned to restore the station’s relevance, unify its sub-brands – M1, M1+ and M1 Dance – and reassert its role as a contemporary cultural platform.
M1 faced a double challenge. Radio had lost its edge to global streaming services, leaving the station disconnected from younger audiences and eroding perceptions of modernity. At the same time, the group’s visual identity lacked cohesion: each channel operated with different logos and styles, weakening brand equity and confusing listeners. The task was to rebuild iconic status while creating a flexible, integrated identity system that could serve three distinct but related channels across broadcast, digital, and live contexts.
The rebrand reactivated the spirit of M1’s 1989 “golden age.” The original logo – still powerful in collective memory – was revived and refined with contemporary proportions and a sharper colour palette. From its angular geometry, a custom alphabet was developed to give headlines, programme titles, and communications a unique typographic voice. Within this framework, each sub-brand was refreshed and clearly positioned: M1 in vibrant blue for bold contemporaneity, M1+ in black for timeless classics, and M1 Dance in pink for high-energy rhythm. The result is a unified yet versatile identity that honours M1’s cultural heritage while projecting a modern, digitally adaptable presence.
