Project Overview
To implement motion as a means of communicating and extending the essential qualities of a re-designed identity mark of an existing brand.
Description
In my final deliverables for this project, I re-designed the identity mark of the existing brand, Spotify. I chose to maintain the existing color palette of the brand to continue conveying feelings of growth, calmness, and progress. I also chose to maintain the circular nature of the icon which conveys the aspects of community, timelessness, and infinite opportunities that are important qualities of the brand, Spotify.
Re-designed Spotify Identity Mark - Symbol Icon Only
Animation One
The symbol property of the redesigned identity mark as an animated GIF.
The five lines, representing the five subscriptions available in Spotify, appear in the animation first to signify that a user must first chose a subscription plan. The lines then move in an up and down rhythm to depict the movement of sound waves. This occurs second because once a subscription is purchased, the user is exposed to the wide variety of music and sound available on the platform. Thirdly, hands form at the bottom, holding the sound waves to convey that whatever the user chooses to listen to is theirs and it is curated to them as an individual listener. Lastly, a circle is formed around the outside of the symbol to represent the idea that after a user experiences the app individually, they can then be connected with other users all around the world and share ideas, even across cultures.
Re-designed Spotify Identity Mark - Logo Icon and Word mark
For the addition of the word mark, I chose to use the typeface, Gotham, which is a similar typeface to the one Spotify currently uses. I chose to keep this consistent in order to continue to convey the simple, modern, minimalist, clean, and trustworthy aspects of the brand.
Animation Two
The full identity mark, including both the symbol and word mark, as an animated GIF.
In this version, the word mark fades in.
Animation Three
The full identity mark, including both the symbol and word mark, as an animated GIF.
In this alternative version, the word mark slides in from the right side of the composition.
Photoshop Mockup
