SAN FRANCISCO (KRON) -- Nexstar Media Group, Inc., owned and operated KRON4 in San Francisco, marks its 75th Anniversary on November 15, 2024. Today, the station is excited to unveil a revitalized sonic and visual brand identity that honors its rich history while embracing the future. This dual rebrand reflects KRON's commitment to enhancing emotional connections with its audience through powerful storytelling. The project started in August 2023 while planning for the 2024 anniversary. KRON’s new marketing and creative lead, Matt Damore, shared his vision for the rebrand, “We want people to experience the new KRON brand as a reflection of our strong past while introducing them to an exciting new refreshed identity, rich in history and connection to the Bay Area.” The KRON brand has stood out with its simple, but bold color palette of red, black, and white. Damore had a vision for a color palette reflective of the Bay Area. “We wanted to reimagine the palette with a local focus, keeping the iconic KRON colors, but also introducing several new colors, Karl the fog, cable car, wine regions, the beautiful blues of the bay and tones from Golden Gate Bridge,” Damore shared. Damore worked directly with Nexstar’s Nashville Design Center Director, Vince Conti to develop the new graphic look. “KRON’s brand mark is distinctive; a circle 4 logo. We knew going into the redesign it would need to be a circle-focused package,” Conti explained. Working with the right designer was paramount to the success of the brand relaunch. Conti hired award-winning designer Jon Berry to lead the new KRON design effort. Berry says, “I want the package to reflect San Francisco. I want it to feel like a part of the community.” Berry is known for his unique style and stop-motion techniques. Berry explains, “I’ve always believed a news open should be a love letter to the community.” “It’s more than a channel number,” says former KRON marketing V.P. Rick Swanson. He recalls the pivotal rebrand during KRON's 50th Anniversary, when the station channel number 4 was reintroduced over a vivid red circle, creating the mark you see today, saying that “the 4 mimics the tower of the Golden Gate Bridge.” It was during this half-century anniversary when KRON hired composer Michael Boyd of Michael Boyd Music to work on KRON’s signature sonic brand. “He just nailed it.” Swanson says of the lively theme, “that distinctive sound captured the essence of KRON and helped us zoom to number one in the ratings.” This past year, Steven Arnold Music was selected to refresh KRON’s sonic 4-note brand, preserving its legacy while integrating modern elements. Known as one of the most prolific composers globally, Whitney Arnold, President of Music Services, emphasized, “Given KRON’s 75th Anniversary, it was the perfect time to bring this brand back into the market.” The team opted for a rich, live orchestral sound. Violinists, guitarists, percussionists, pianists, and an entire brass section filled the Steven Arnold Music studio to record the notes that would make up the hundreds of new tracks. “Some sonic brands are so embedded in our psyche, it’s part of who we are,” explains Paul West, Chief Engineer at Stephen Arnold Music. “If you’re at home and preparing dinner, and you hear that logo, you know it’s time for the news to be on.” Composer Matt Price ensured a dynamic fusion of instrumentation, enhancing the viewing experience for audiences, saying “We create a main melody to a theme, adding different kinds of environments and emotions, to make an attention getter.” Price wanted to get the new theme right, saying that, “KRON has been a trusted news source for 75 years, with an iconic sound that connects with the people and brings a sense of pride and optimism. "In addition to a fresh new look and sound that pays homage to our station's legacy, KRON's new brand will provide our journalists with many additional tools to help us tell the important stories in our Bay Area communities," said News Director Joshua Palefsky. With the rebrand, KRON aims to resonate with longtime viewers while captivating a new generation. The revitalized sonic and visual brand stands as a testament to the station's enduring legacy and commitment to providing important daily news information to the people who call the Bay Area home.