Tidal: Brand Guidelines

“Without music life would be a mistake.�

- Friedrich Nietzsche

VISUAL STRATEGY

CONTENTS HISTORY TIMELINE NEW BRAND DIRECTION SOUL YESTERDAY’S PERSONALITY TODAY’S PERSONALITY THE MELOMANIACS MARKET ANALYSIS BUSINESS THREATS STRENGTHS

HISTORY Tidal was aunched by Aspiro in October 28, 2014. Jay-Z announced his intention to buy Aspiro on March 31, 2015. It was meant to be a music platform that contains exclusive albums, videos and quality editorials. It is also the first music service with High Fidelity sound quality.

HISTORY It all started with Jay-Z and his launch party on March 30, 2015 that was held to introduce Tidal, the new music app.

It was meant to be an exclusive service. An artist backed alternative to Spotify and Pandora.

HISTORY Royalties Back in April 2015, Jay-Z tweeted that Tidal would offer 75 percent royalties for artists, producers, and songwriters.

Alicia Keys, one of the singers described Tidal as “The first ever artist owned global music and entertainment platform.”

No free subscription Tidal only offered a premium subscription. It promised a higher audio quality mode that would be superior to the one used on other streaming services. Tidal believed that one should pay to stream music and feel good about it.

TIMELINE

2014: Aspiro had 500,000 paying subscribers.

2017: Offers only subscription-based service.

2009: Originally started in Scandinavia, was called WiMP then-launched by a technology firm Aspiro and retailer Platekompaniet – Norway’s equivalent of HMV.

2014: Aspiro rebranded WiMP as Tidal for its UK and US launch, with its main selling-point being its “lossless” (higher-quality) streams.

2016: Growing the fastest 15% market share.

2015: Relaunch party on 0th of March was meant to establish Tidal as an artist-backed alternative to Spotify and Pandora.

2015: Tidal named former SoundCloud executive Jeff Toig as its CEO.

NEW BRAND DIRECTION Tidal is taking an international stance. It is a music platform for all the artists who want to reach out to their fanbase beyond boundaries. Tidal’s promise is good music by niche artists from different corners of the world. It is also a music social media app, which allows to ďŹ nd people and communities who share the same taste in music.

SOUL We often wonder what our favorite artists or celebrities listen to. We wish to peek into their lives and get a slice of what they like, think, and believe in. If you want to discover what Taylor Swift was listening to while creating her music for Fearless, Reputation or Red, you’re at the right place.

Tidal is here to provide you with the personal touch. Artists worldwide, with a fanbase that craves to know the musical inspiration behind the legendary albums created will be availed with a personalized list by the artist themselves.

YESTERDAY’S PERSONALITY Tidal was a high-end space, it did not have a friendly vibe and was not the most accessible either. It was too limited as a music station and had scarcity in content for the price it charged. Rare exclsuive releases did not help to grow and maintain a solid audience.

TODAY’S PERSONALITY Tidal has it all, the commenting, the likes, and also personalized albums. But what makes Tidal stand out the most is the ‘artist’s personal album’. You are availed with the personal albums of your favorite artists. Now you know what Ed Sheeran, Taylor Swift or G-Dragon are listening to.

Get an insight of your favorite artist’s preference in music.

THE MELOMANIACS

Nina Parish 18 years old Marketing Major NYU Lives in New York Single International Student Raised in Sri Lanka

“It’s my first year in NYU, everyday feels like a discovery. I’m open to all possibilities. I wonder if Taylor Swift has a break up album that she listens to, which inspires her to write all her songs. Ed Sheehan is the best artist I know, Gosh! I know everything about him. EVERYTHING! As much as I like my pop music, I also like traditional Sri Lankan music that I grew up on. I struggle to find a service that provides all the music I wish to listen to, I wish Spotify was more universal.”

Samantha Jackson 23 years old Student Masters in Psychology Currently lives in Japan In a relationship Raised in Ohio “I’m half Irish and half Japanese, I love Irish coffee and sushi is life. My favorite artist is Lianne La Havas, she’s a jazz come R&B artist, R&B artist. I watched her perform live at a bar in London. I I like my music to be fresh and authentic. I like listening to covers on YouTube, where young voices are trying to discover themselves.”

John K. Mitchell 27 years old Software Engineer UC Berkley Lives in Toronto Married Traveler Raised in Japan “I was raised all around the world. My mother was a hippie and she liked making sudden plans. I can’t deny, I enjoyed the travel. I have a wide range in my palette for food, culture, and music. I can enjoy any kind of music.

I am fluent with six languages. Music is something I’ve grown up with and it’s a part of my personality.”

Rekha Mishra 16 years old Student YouTuber Raised in Mexico Living in Michigan Single Creative mind “I am Indian by ethnicity. My parents moved to Mexico City after marriage and I pretty much grew up there. I recently moved to America, It’s nice but different. I was surprised to see how diverse the cities are in US. I love my Bollywood music and I also enjoy watching telenovela. I love listening to Jazz while painting.”

MARKET ANALYSIS Music lovers who want to explore and appreciate the new.

A wide age demogaphic ranging from 16 to 35.

BUSINESS THREATS Current competitors: Spotify, Pandora, Apple music There is a limitation within the variety of artists that are available in the compared apps above. Tidal’s international outlook helps her to stand out and be more of a preferable option. Tidal knows her audience and believes that music does not have boundaries.

Adjacent competitors: Soundcloud, Youtube Music, iheart radio, Apple Music.

Online streaming is popular and Tidal is very well aware. She knows downloading music is an option people like having but streaming is a convenience that we prefer. An app that provides options and convenience is what makes Tidal the best.

STRENGTHS Tidal is available everywhere, she doesn’t believe in just existing, she is a conquerer and is set up to make sure she is heard by everyone. Her decision to cater to an audience in an international level is her power.

Another key factor is the idea of creating personalized albums by an artist for his/her huge fan base. In order to provide an insight to his/her journey to the public and let them have an access where conversation can prevail.

“Music brings a warm glow to my vision, thawing mind and muscle from their endless wintering.�

- Haruki Murakami

VISUAL DEVELOPMENT GUIDE

CONTENTS ORIGINAL LOGO INITIAL SKETCHES LOGO DEVELOPMENT WORD MARK DEVELOPMENT FINALIZATION DO’S DONT’S TYPOGRAPHY PHOTOGRAPHY STYLE

ORIGINAL LOGO The original logo has a very simplistic approach. It does not communicate with the brand’s identity.

The new logo is memorable, dynamic and is able to translate the love for music.

The sense of clarity and less complexity within the design is what works best for Tidal. Words that reflect Tidal is universal, exclusive, young, authentic and stylish.

INITIAL SKETCHES A logo should be more than a visual, it is a representation of the new mission. It tells a story why this brand exists and why people need to use it everyday.

The new Tidal is a global brand and includes music from all over the world. Tidal now connects users and musicians so they can share and create a beaitiful experience of listening and appreciating the art of music.

The circle was used to communicate the CD disk, vinyl records, and the world.

The waves and diamonds were inspired by the shape of the headphones and sound waves.

The diamond shape was played around with to show exclusivity of the service.

LOGO DEVELOPMENT

After 300 variations our decision was to use the shape of a circle as a primary form for our logo - representing the globe, a vinyl and a worldwide community of music lovers.

WORD MARK DEVELOPMENT

FINALIZATION Tidal has her own personality and so does her logo. She is prideful of her choices and taste in music. She has a queen like personality. Tidal believes in authenticity and exclusivity.

Her logo shows she is universal, cool, and smart.

SIMILAR LOGOS These logos look similar due to their circular structure.

But the use of gradient, color and inner cuts, makes Tidal unique in its look and feel as a logo.

DO’S The following applies to the use of Tidal logo.

DONT’S The following applies to the use of Tidal logo.

TYPOGRAPHY NEW TIDAL 2019 Music service reimagined to give you the best and most fullfiling listening experience. Get to know the sound within. New, fresh, and dynamic.

HEADLINES - ALTES HAAS GROTESK bold To be used as an only font for headlines.

BODYTEXT - UNIVERS regular To be used as an only font for bodytext.

Oblique, bold are allowed when necessary.

PHOTOGRAPHY STYLE The following applies to the images for Tidal brand.

High-quality photos, depicting various aspects, such as city, nature, people, concerts, and events.

The photography captures the mood, the lifestyle associated with music.

PHOTOGRAPHY STYLE

“Music can change the world because it can change people.” ­– Bono

NEW VISUAL IDENTITY

CONTENTS NEW LOOK/NEW MISSION INSPIRATION TIMELINE EXTENSIONS STRATEGY WEBSITE APP NIGHTCLUB EVENTS CONCERTS TIDAL SHOP

NEW LOOK NEW MISSION Tidal is a global brand and includes music from all over the world. New Tidal connects users and musicians so they can share and create a beaitiful experience of listening and appreciating the art of music.

INSPIRATION New Tidal will be more than just a streaming service, it would create an empire of music, virtual and real place for every melomane to share their experience and expand their world perspectives.

The aim is to involve people to contribute and create a unique experience and feel the music in various ways.

Tidal is a lifestyle, it is a movemnt of energy, it is the harmony of life and sound.

TIMELINE Announcement of the rebranding.

Launch of the Website/App. Expansion of the brand.

Introduction of the new extensions.

Properties: Tidal nightclub Tidal hotel Tidal store Tidal cafe Products: Merchandise Technology for better listening experience Headphones Radio station Advertising.

EXTENSIONS Nightclubs: Collaborations with musicians and singers to perform in various nightclubs.

Hotel: A Tidal themed hotel with customized room and furniture that refelcts everything about music and customer’s favorite artist.

Live: An app with a live chat that enables fans to get a chance to share a few words with their idol.

Headphones: Collaboration with Bose to enhance the experience of listening to music.

Vinyl Shop: Exclusive playlist created by Tidal that is approved by a reputable comity.

Wifi: Customers can log in to their accounts and access Tidal WiFi anywhere and everywhere.

Speakers: Collaboration with JBL to create a speaker.

Map: Have your favorite artist’s voice lead you to your destination.

Cafe: A space for music, mood and people to coexist and enjoy.

Signature: An app that avails ideas for a good signature through ones music taste.

Radio channel: A station that has every genre of music you wish to listen to.

Camera: A Tidal polaroid camera purchase will get you a click with your idol as well.

WEBSITE/APP The new redesigned website for Tidal will be more user friendly, accesible and, inviting.

Tidal will feature a huge library of international music, concert recordings, and information on artists and their songs, albums, and performances.

A special feature that will be availed every evening, is the celebrity curated radio.

Tidal website combines best elements from streaming service, social media, to shopping merchandise.

And lastly early tickets for exclsuive events will be available on the website .

NIGHTCLUB Nightclubs in major cities will be hosting events and concerts. Tidal subscribers will be able to purchase early tickets thorugh the Tidal website and app.

EVENTS Launch party to announce all major releases.

Early tickets will be available to Tidal subscribers.

CONCERTS Concerts will be organized by Tidal and the artists who are working with it. Independent events will be supported and funded by Tidal.

The Tidal subscribers will get an early access to purchase tickets and discounts.

The high quality profesional recordings will be available to view on the Tidal website for the subscribers.

TIDAL SHOP Music themed Tidal shop that will sell CDs, merchandise, headphones, and speakers.

Copyright 2018 Saniya Utegulova All content for the Tidal Brand Book was conceived by Xuhui Zhang, designed and produced by Saniya Utegulova, writing and editing by Anushka Kandachia and Saniya Utegulova. Photography provided by Michael Edades and Saniya Utegulova. The only exception is the Tidal original images used for the history and logo which was taken from tidal.com.

Design Consultation Roger Muller, Adv 370 Brand and Branding.

Academy of Art University The book is a non-commercial work produced as a student project for educational purposes, and such is considered a derivative work under the Fair Use Clause of the US Copyright Law. Manufactured in the United States of America.