This is a brand identity created by music agency Crystal in collaboration with design studio Forum. The brand's direction was redefined from a music supplier into a curator who selects and proposes music based on unique taste. The visual system was structured around a sound-responsive wordmark and a serif typeface.<\/p>\n\n\n\n
Crystal was founded by Tommy Fallon in Portland, Oregon, in 2014 to help support his musician friends. It has been operated to allow composers to participate in commercial projects while maintaining their own musical perspectives. It participated in the main trailer for the movie *Anora* and the A24 *Problem-Mista* campaign, among others.<\/p>\n\n\n\n
The production team analyzed that existing music agencies similarly emphasize rosters of affiliated musicians, the handling of usage rights, and rapid production. Based on this, they focused on the type of music Crystal selects and proposes. The standard for the brand strategy is to capture both the trust of the institution and the taste of collectors.<\/p>\n\n\n\n
For the visual system, the SourceType serif typeface 'Magister' was used. The production team likened the process of reusing a 1966 typeface to the method of finding and sampling old audio tracks. The typeface and information were arranged on a single grid to establish the standard for the overall composition.<\/p>\n\n\n\n
The wordmark is designed to respond to the individual sound elements that make up each track. The shape of the letters changes according to the music. A consistent typeface and grid maintain the framework of the composition, while the moving wordmark visually reveals the different sounds of each track. Whenever new music is added, different brand expressions are created within the same system.<\/p>\n\n\n\n