YleX is one of the major radio stations of the Finnish Broadcasting Company (Yle) featuring pop music and cultural programming. Programming targets the younger age group (15 to 34) as its core audience. The focus of the programming is on the modern pop music, but also other urban music genres, as well as indie music. In addition to being one of the most listened radio stations in Finland, YleX is also actively building its brand and presence on other channels and touch points, engaging with its audience in the festivals and events and creating content on social media and other platforms relevant to its audience. 

The visual identity for YleX was desired to be more exciting, bold, fun and cool among its core audience, the youth and young adults. The idea was to enrich the current identity and create new supporting elements around the logo, to make the identity more lively and versatile. Also the colours and typography needed some redefining. The logo was designed previously and was given to be used as part of the renewed identity.