DIGITAL BRANDING FOR MIXICLOUD
STUDIO OUTPUT
studio-output.com
Studio Output created a new identity for
audio streaming platform Mixcloud to
mark its 10th birthday and demonstrate
a more “future-focused mission.” The
new look shelves the former cloud logo
and is based around the character traits
brave, empathetic and connector. A
new connector form reflects ideas of
“unity” and “the fluidity of cultures and
countercultures,” says Studio Output
creative director Johanna Drewe.
Fluidity also inspired the new
bespoke, customisable “emotive and
practical” typography, which aims to
create consistency across Mixcloud’s
user-generated imagery. The typeface’s
ligatures were designed to be able to
join pairs of characters and “become
much more playful to show the brand’s
exuberance,” the studio adds. The former
blue and white colour scheme is replaced
by a vibrant, clashing colour palette to
reflect the array of content Mixcloud
promotes. “Many shouldn’t work, but
they do because each one has been
carefully selected to harmonise with two
others,” says Studio Output.
SHOWCASE