This personal project explores how Atlantic Records, a legacy music label with deep cultural roots, could evolve its visual identity for a modern audience. The goal was to reimagine the brand while honoring its rich history, resulting in a refreshed logo, brand guidelines, a mobile app concept, and an advertising campaign that highlights the label’s ongoing success.
Challenge
Atlantic Records has helped shape modern music but its visual identity has not kept pace with the shift to digital media and new audience expectations. The challenge was to modernize the brand in a way that felt fresh and current while preserving the historical and cultural elements that define its legacy, particularly its roots in jazz and vinyl culture.
Logo Design & Visual Identity
The redesigned logo blends legacy and modern appeal by combining the letters A and R with a vinyl record silhouette at the center. This nod to Atlantic’s roots in vinyl culture is especially relevant today as vinyl regains popularity. Inspired by jazz-era aesthetics, the logo honors the label’s origins while positioning it for a contemporary music audience.
Essential Branding
The visual identity system was built around a color palette of Indigo Blue and Chardonnay, representing the brand’s ties to New York and its elevated tone. Supporting colors like Brick Red were added to create contrast and visual interest.
The core palette features Indigo Blue and Chardonnay, supported by Brick Red and tonal variations for flexibility and contrast. Indigo Blue was chosen to reflect Atlantic’s New York roots, where blue is often tied to the city’s identity and cultural legacy.
Stationery
Mobile App
Advertising Campaign
The advertising campaign centers around Atlantic Records' success in the music industry. Achieving Gold certification from the RIAA is a coveted goal for many artists, and Atlantic Records boasts numerous artists who've attained this status. To capture this achievement, I used the slogan "HOME OF GOLD," to be the slogan of the campaign.
Additional Assets
Outcome
Although this was an independent concept, it demonstrates how a legacy brand can be thoughtfully modernized without losing its identity. The project highlights my ability to direct brand evolution, apply strategic design thinking, and create cohesive visual systems across digital and physical touchpoints.
