Spotify has revolutionised and innovated how people access, consume and listen to music since its creation 7 years ago. It allows its users (of which there are upwards of 6 million) to go on musical journeys. Aside from the ability to create personal playlists, users can discover new music – music that they might not usually have access too or know where to look.
With a previous brand identity that left little to be desired - a simple black, white and green palette with a bubble icon of a sound wave - Spotify had the appearance of a tech company, which is far removed from the entertainment world where it actually wants to belong. As the branding is limited, one would assume that it followed the legendary conviction of the industry “it’s about the music”.
The music streaming business is a crowded place to be. Many would-be competitors of the past have struggled, failed and become obsolete. Spotify had to step it up to attract new customers and keep the old ones coming back for more.
The brand has unveiled a colourful new look. This new image connects the brand to its core purpose and celebrates music of the past, present and future. Spotify has taken the decisive step to create a brand that connects with its core advocates, the millenials. Millenials are addicted to image. They are drawn to brands that look good and as a result make them look good. This new generation of music listeners need their music to look as good as they sound. The colourful redesign now allows the brand to communicate with their core audience in a variety of different ways and has reignited an energy that signifies the brand is here to stay.
Branding is a way of solidifying influence in our future and with this branding, Spotify stays relevant and secures a place in our culture. Spotify is one of those tools that you don’t think you need but once you create an account, it becomes one thing you realise you can’t live without. Long live Spotify!