![]() As a fledgling tech firm, the company’s first mission was to expand people’s access to music via streaming. Two Swedish entrepreneurs, Daniel Ek and Martin Lorentzon, created Spotify in 2006. So relax, crank up the volume, and get ready to hear how one of the music industry’s most iconic symbols came to be. The Spotify logo history is a fascinating tale of invention, ingenuity, and bold design decisions, from the company’s beginnings as a modest Swedish startup to its current status as one of the greatest music streaming platforms in the world. This work continues to drive the visual expression of Spotify and, as such, music itself across the globe.You’ve likely used Spotify to listen to some of your favorite tunes at some point. Through expanding their visual identity system, they’ve clarified their owned content expression, as well as designed several high stakes experiential expressions of the brand, including product launches, and their IPO fundraising event. We have helped them define their brand architecture, set their strategy for moving into new markets like China and Japan, and create their artist-facing voice. Happily, our relationship with Spotify has lasted over four years now, and continues to this day. Design Week named our work for Spotify some of the most globally defining to date. That’s more than double Apple’s 40 million. As of 2019, they have over 200 million active listeners, with 96 million paid subscribers. Since the introduction of our visual identity, and ostensibly against the odds, Spotify has become the market leader in music streaming and an international household name. We developed a consistent brand architecture and transformed the conceptual orientation of the organization from a technology platform to a music company, optimizing the Spotify customer experience at every step of their journey. We created a visual system to accurately reflect the soul of the Spotify brand, and extended that across all touchpoints - from the product, to communications, to environments, to a full-scale digital ecosystem. Our identity graphically captured that moment. Our answer emerged directly from our strategic platform - when an individual makes a personal connection with a song, their reaction is to cry, cheer, scream, sing, jump, or get chills - or, as we phrased it, “burst” with emotion. They want an experience that can understand them and deliver as appropriate. They want to be anticipated, whether they are on a run, studying, or dining with friends. ![]() They expect a level of service from each and every single one of their carefully selected products and services. They are intentional in their choices and daily routines. The Millennial generation - Spotify’s target audience - is the most educated and connected generation in American history. More focused on building a product than a brand, Spotify had never investigated positioning its product as a holistic offering. With Apple’s acquisition of Beats and Google’s heavy investment in marketing Google Play, the race was on to build the most beloved music streaming brand in the world. ![]() Spotify, the world’s largest music streaming service, confronted the same realization every fast-growing tech company does: a great product wins early adopters, but a great brand wins the mainstream. ![]()
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