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Capital Radio has relaunched and rebranded Capital FM in an attempt to freshen up the station’s image and capture the youth market in London.

The sunny day logo is replaced by a sleeker image that Capital Radio hopes will be more flexible – able to be used across platforms and in different environment.

The station’s programming will also be affected, but new Capital Radio programme controller Jeff Smith said changes will be subtle and more about refocusing its existing presenters than recruiting new DJs.

This image makeover will be rolled out across the Capital network – to stations such as its recently acquired Red Dragon FM in South Wales. “We’ll be asking such stations when they feel tired in their markets. It will be good to consolidate the rebranding process but we need to think of stations’ relationships with the consumer first,” said Capital Radio operations director Paul Davies.

The move heralds changes at Capital Radio Advertising, which has been restructuring and streamlining since managing director Linda Smith took over earlier this year.

Strategic marketing director Nikki Mendonca said: “We’ve been largely focused on numbers and reach. Now our job will not be just to sell radio but to sell brands across platforms.”

The move follows Emap’s restructure of brands such as Q and Smash Hits. “We want to create consistent environments across platforms, allowing an entertainment-based rather than a radio-based sell,” added product director Rob Corlett.

Capital is backing the relaunch with a TV, cinema and outdoor campaign through Zenith Media.