Audio Animal, a new Los Angeles recording project created by local dj/producers Oodee and Malio, is attempting to secure quick online presence for their wide selection of dance tracks. They want to elicit a style that’s unique and unpredictable, as well as a brand image that’s ample enough to encompass a wide array of musical genres from dance to indie to experimental soundtracks and ambient.
With the preponderance of digital downloading, and an international nightclub crowd that is constantly expanding, the electronic music scene is now more saturated, diverse, and competitive than ever. To succeed, a new label must have sufficient talent and ingenuity, as well as a grasp of the nuances of the marketplace and its shifting trends. A good-looking Brand ID can help, especially if the core values of the brand are effectively typified by the design, and just as importantly, the application and usage of the logotype.
Audio Animal, as a name, ostensibly stands out – and it might be tempting to create a figurative interpretation of the phrase, combining the image of an ‘animal’ with some representation of ‘audio’, likely a speaker (in fact, we’ve included at least one direction that is comprised of those two depictions) – but simple literal deduction does not necessarily arouse interest beyond the merely visible. There are numerous solutions for a logotype that can evoke the descriptive components of a title like Audio Animal – most of them quite obvious. It’s the conspicuousness that presents the challenge: how can we create a unique and impressionable brand ID, if the look of it is predictable, and therefore manifestly unremarkable? Which is not to say that an obvious solution will fail; in fact it might just be the harbinger of commercial success, and it’s why we’ve included at least one direction that is outwardly unsurprising. However, if the label is to present itself as a product that’s original and captivating, a bit of exploration, abstraction and innovation might also pay off.