A brand refresh of Soundcloud included a brand reel showcasing new identity, posters with a custom made typeface, website, and app. My goal with this rebrand was to update the visual language, provide a more engaging and unique design scheme that sets it apart from competitors, strengthen the message behind their goals, and to create a place for the audience and the artist to connect and grow together.
IDENTITY
The new design of the logo is made of a custom developed typeface designed by me. It was meant to embody sound and movement.
Sine-sans was inspired by sine waves, the most basic form of a sound wave. This typeface was made to provide a constant sense of movement, as if the letters are dancing to the music. They also become a staple graphic element in the brand posters.
The tagline “Built By Us” was created to strengthen the new brand goals that I wanted to bring to life by being a place that was made by the community for the community.
The main colors Molten Pop and Arctic Jazz were chosen because of their high contrast. They vibrate against each other as if they are moving, doubling down on the movement aspect of the rebrand.
IDENTITY POSTERS
A series of identity posters were developed using the elements of the brand language. The Identity posters highlight the graphical elements and patterns creating movement within the frame. The use of “Soundcloud” as a pattern lends itself to creating a sense of dimensionality and movement in a 3D space.
ARTIST POSTERS
The artist posters series highlight the artist to help build a better connection to their audience. The design elements rules that I gave myself were to use my custom typeface as an element if there weren't any line patterns. If there was a line element, then only and the main editorial typefaces would be the only typographical elements.
A color threshold effect was used as the photo editing style to give the posters a more tactile feel. Almost as if you can reach out and feel the poster.
DIGITAL
New website, app, and app icon was created to complete the rebrand package. The new site and app have a stronger focus on the artist to foster a sense of community.
Going through the process of creating such a large rebrand project taught me to be able to create a connected family of elements that are just more than putting a logo on different pages at different sizes. The elements move and flow on and off the page screen to make the brand a living entity.