Rebranding of an independent music label based in Warsaw, Poland. Kayax is the home label of such legendary polish artists as Hey, Smolik, Brodka, Urszula Dudziak and of course its founder Kayah, who is considered one to be of the most significant voices in the history of polish music. The label is also focused on discovering and promoting new talent as well as innovation in terms of music distribution and marketing.
The rebranding process was based on design thinking workshops, which included Kayax’ employees from different departments. The new visual identity has brought a more contemporary feel to the brand. It also gave the abstract name a recognisable visual form, thus making it more memorable and powerful.
Inspired by the diversity of Kayax’ artists, the logotype can be presented in variety of colours, depending on the context and musical mood.
The Kayax pattern is based on the scattered elements of the logotype. When monochromatic, it serves as a typical branding element, but it can also be used as a container for the photo or video content, which allows to present various materials in a consistent and iconic manner.
Concept & design
© Tomek Kuczma 2019
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