Harrison Park
Breeze Records
Extended Practice
OUGD603
Breeze Records
Background
Target Audience
Breeze Records is a recently formed independent record label situated in Leeds specialising in the production and release of artists on compact cassettes. Their aim is to offer a unique sound experience through a somewhat obsolete medium and target a gap in an ever growing market for music collectables.
Although being a niche, Breeze Records targets a large hip culture sector that prides itself on the collection of obscure/dated items, as well as the large group of music collectors and people interested in the specific bands on the label.
Brief Brand identity and art direction for the Independent Leeds based record label Breeze Records. The branding system is required to be applied across various formats and still have the same impact on a small scale as it would on a large scale.
Tone of Voice The tone of voice needs to be reflective of the users, it needs to fit into a specific hip culture and must have a certain look and feel to it therefore it must speak to the users through the style and aesthetic because that is what the audience concerns themselves with.
Mandatory Requirements Logo Branding System Compact Cassette Inserts Packaging Marketing Collateral
01/08
Harrison Park
02
Extended Practice
Reference
OUGD603
Breeze Records
Brand Consistency A record label represents a variety of artists which in turn use a variety of differing imagery. Therefore there needs to be some form of consistency throughout that is recognisable as being linked to a certain label, this can be done through use of consistent logo placement or a structure layout that is used throughout. Consistency can also be the use of a particular style of imagery, for example the same photography aesthetic. The brand needs to be recognisable without seeing an obvious logo.
02/08
Harrison Park
Extended Practice
OUGD603
Breeze Records
Breeze Records
Breeze Records
04/08
Breeze Records
TM
04
Development
Concept
Logo Development
A breeze-block is a visual representation of the artist; similar to an artist it can’t function to it’s full potential without support. A wall on the other-hand is made up of many blocks interlocking making it a much stronger foundation, enabling the support required.
The logo design is orientated around visually representing the record label name and the foundation it provides for musicians/artists forming a strong bond.
This concept relates to a record label in the way it represents a collective of artists therefore a brick wall is fitting as it visualises the concept of individual bricks (the artists) coming together, unifying to form a larger stronger foundation the brick wall (the label).
The typeface is influenced by the aesthetic crapisgood and the target audiences interests and what would appeal to them.
Harrison Park
05
Extended Practice
Imagery
OUGD603
Breeze Records
Tumblr-esque Photography By including a photographic element that has a similar aesthetic quality on each cassette insert, it allows the branding to remain consistent and have a look and feel that is recognisable with the record label. The visual qualities of each photograph fits a certain category and is relative to the target audience in that it reaches out to their interests and taste, the whole ‘tumblr-esque’ style. Each image is loosely related to the title of the album and acts as a visual metaphor for the artist.
05/08
Harrison Park
06
Extended Practice
Cassette Inserts
OUGD603
Breeze Records
Spine
Front
Due to the storage of compact cassettes the key information needs to be placed on the spine for easy access to a specific album at a required moment in time. Therefore the design of the spine needs to remain simple, structured and straightforward with just the artist, title and Breeze logo.
The image is masked off with rectangular white boxes containing the vital information again but in a different grid system, by including the information a second time it covers multiple storage formats, enabling the user to access vital information with ease no matter how it is stored. Through only masking off the image in small portions, it is still clearly visible but often covers up ‘key’ parts of the imagery, such as faces. Which again follows aesthetic qualities that are often regarded as poor design decisions but appeal to the target audience.
Rear Due to the small scale of the rear, information is limited to side A&B running time and Breeze Records unique reference code for each artist album but still follows the same grid as the spine as if it is an extension.
06/08
Harrison Park
07
Extended Practice
Cassette Packaging
OUGD603
Breeze Records
Packaging
Front
Each cassette is packaged in a vacuum style metallic sealed bag relating to the obsolete nature of the medium, maintaining the aesthetic of preserving a ‘dead’ technology and adding to the collect-ability. The versatility of the packaging means it can also be re-used as storage mechanism for future use, preventing unnecessary age related damage.
The branding remains consistent with the brick wall logo placed on top of a clear front, enabling the cassette and imagery to show through the masked outlines. This enables the user to view the specific album clearly without any difficulties but still enforces the brand identity.
Rear The rear of the packaging adds a typographical element that tells the story of the brand, the medium and the culture. Taking visual elements from the crap is good movement/aesthetic text is cropped to an extent where the word is still obvious but it breaks certain traditions of readability.
07/08
Harrison Park
08
Extended Practice
Brand Application
OUGD603
Breeze Records
Image Reference
Tote Bags
As well as compact cassettes and packaging the branding system covers a range of promotional devices that will be used for multiple purposes:
Through the use of tote bags it ensures the brand image is spread far afield regularly due to their constant re-use. Tote bags offer an alternative to simple carrier bags adds a desire of ownership.
Flag The flags purpose is to act as a beacon for merchandise stalls at gigs and record fairs. It stands out amongst simple banners whilst remaining consistent with the rest of the branding system and promoting the record label. The uniqueness and quirkiness of a flag relates to the medium it stands for, not everybody uses flags in the same way not everyone uses compact cassettes.
Poster The promotional posters follow the same structure of the inner insert, promoting mainly the album contents and the music provided on each album. It avoids clichĂŠs and tackiness of the usual band promotional material, keeping it simple and to the point, showcasing what matters in an alternative format.
08/08