DIY Music Branding

Branding, marketing, advertising … they’re necessary evils. Whenever I start a new project I take time to think out the image I want to project. I wish that music could just be music. I wish it could just be sound heard and not seen. But that’s naive. We live in a post-MTV world where music listeners connect their music with a lifestyle, an image, and a brand.

When I started a new beat-driven music project, I was thinking of making trancey electronica under the name of Fynix. So I created a sleek, futuristic logo based on similar designs on groups such as Odesza, and Armin van Buuren.

I’m pretty proud of it.

But after making more music, I have drifted away from trance into a more soul-influenced, keyboard-based style. So the old branding makes no sense.

So how can I connect my image with soul music and soul-inspired electronica? I started by looking at similar acts. I like this art from Faking It by Calvin Harris.

Faking It by Calvin Harris

I also like the branding for Charles Bradley. The image for Spotify Sessions is particularly nice.

Charles Bradley Spotify Sessions

I also want to connect with older soul artists like Sam Cooke and James Brown. Even though my music may not share many qualities with theirs, I want my imagery to put me in the same bucket.

Sam Cooke Wonderful World

After looking at a bunch of images of Sam Cooke, James Brown, Charles Bradley, and some electronica acts, I came up with a few guidelines.

  • Warm colors. James Brown and Sam Cooke use a lot of oranges, browns and reds on their album covers. Using the same color palette will help.
  • Cosmopolitan. Charles Bradley and other funk artists use a lot of images of the city. Maybe this is an artifact of the association with Detroit. Whatever the cause, I’d like to project a cosmopolitan image.
  • Natural Fabrics. Leather jackets are big in the Charles Bradley and James Brown branding. I don’t want a picture of myself in my branding, but if I could connect with something physical that would be good.
  • Sans Serif Fonts. Flat-colored text using basic fonts.

The funk and soul branding also prominently features portraits. Mostly artists looking at or near the camera, with strong lighting. Often the artist is wearing a suit, or a leather jacket. I might do something like this in the future, but I would need a photographer.

For now, I executed my branding guidelines pretty directly. I am from Pittsburgh, so I found a warm-colored picture of Pittsburgh on Wikimedia Commons. Then I wrote “FYNIX” in the middle using a Sans Serif font. Then I applied the newsprint effect to associate my brand with newspapers, which have a real-world physicality that unifies the ideas of the city and natural fabrics.

Here’s the result.

Fynix Branding

I like this because it is legible even when scaled very small, and it looks like the Calvin Harris branding, while subtly calling to mind soul acts of the past.

24. November 2017 by evan
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