Its long-time commitment to seeking truth through science was being challenged by cultural shifts in attitudes towards both science and truth themselves.

Its groundbreaking and signature embrace of formal experimentation had been so widely imitated (if never duplicated) as to be nearly synonymous with the podcast sound. And its legendary creator and host, Jad Abumrad, was leaving and handing over the reigns to new voices.

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But rather than a crisis, the producers and creators at Radiolab saw an opportunity. And together, we came up with a plan to seize it.

We started with a brand strategy that elevated them above the binary of science vs. not science. Radiolab has always been at home at the frontier of knowledge, where different perspectives, knowledge systems, facts, and experiences touch. They’re interested in not just what we know, but how we know, without pitting expertise and authority against experience and intuition. Or knowing versus feeling.

It’s their mission to reveal the limitless potential of an inclusive world, where new answers are emerging and transforming before our eyes.

The new Radiolab identity captures the experimental playfulness shared by the show’s subject matter, sound design, and staff. It highlights the uncanny and often subjective nature of truth by mirthfully playing with scale, color, fragmentation, and form. And while the identity is built for a present and future filled with digital platforms and decentralized content, there’s something about it that harkens back to the great media logomarks of days past, connecting Radiolab to a tradition of trendsetters.

Radiolab continues to explore the edge of understanding, and in doing so also pushes it farther out. They rewrite what we know, and what we think we know.