BeatsFest Brand Identity Package

The purpose of this design artifact was to create a logo and brand style guide for the music-streaming service BeatsFest. The target audience for BeatsFest was to grow their audience of Generation Z and continue to appeal to the current audience of Millennials. I had to create a logo to appeal to both audiences and a brand style guide to distinguish the company’s brand and aesthetics as well as rules for logo usage and placement.
For the logo and brand style guide I wanted to incorporate a retro theme that would appeal to Millennials specifically, but that Gen Z is also becoming more of a fan of. I used a color scheme that was reminiscent of Miami Vice and used the old-school record as the logo to help distinguish the company from the other popular streaming services like Spotify and Apple Music and to appeal to the target audience and their desire for neon colors and simple designs according to the provided client brief. The logo is simple but it’s clear that it’s for a music app and the brand style guide clearly explains how the logo is meant to be used as well has how the brand BeatsFest is meant to be seen by its audience. I created a color palette for both the logo and the brand style guide and established typographic and font rules for the brand. For the logo I used color, shapes, and lines by using circles and outlines to add details to the record and then used color to distinguish the different areas of the record and provide more dimension. For the brand style guide I used a grid to create the layout of the guide and then utilized hierarchy with typography and color, shapes for text boxes and to provide better distinction between sections, and lines to further incorporate hierarchy and to add take up some of the negative space.