Music streaming service Spotify has unveiled a new branding identity, shedding its “sedate” colors for a bold look that complements the lively music culture it advocates.
Spotify’s new branding identity, created by New York design firm Collins, hopes to market the company as an “entertainment brand”, rather than a “technology service”, to cater to its core audience of millennials.
As part of its new look, the company is also planning to boost its aesthetics by branding their content with their signature duotone photographs, which has been dubbed as the “Spotify look”.
Spotify will be revealing its new look during this weekend’s South by Southwest festival.
Scroll down for a closer look at their new branding identity.
GIF via Collins
Spotify’s current branding identity
Spotify’s current branding identity
Spotify’s new branding identity
Spotify’s new branding identity
Spotify’s new branding identity
[via Fast Co. Design]