Spotify launches new brand to target Millennials

Most of us know Spotify, whether we use it at home, in the office or on the go, it gives us access to a plethora of music, covering most, if not all tastes.

Since 2008 we’ve seen changes to their App design but throughout this time their brand has pretty much remained the same, utilising a minimal colour scheme of black, white and their less than inspiring green, but that’s all going to change.

I stumbled across an article written on the Fast Company website yesterday titled ‘Spotify Unveils A Bold New Brand Identity’. As a user of their service I was intrigued to see what was going to change and whether it would be for the good or bad!

So, although Spotify is essentially a tech company they now want to change the way users perceive them, in their words “We’re a music brand, not a tech company!” and this was one of the key drivers for the rebrand.

Their overall logo design will remain essentially the same but to appeal to their core audience, the ‘Millennial’, New York design firm Collins have chosen a duotone image approach influenced by album covers from the 1960’s. This process of adding colour to images usually consists of two plates, black plus one other colour, but in this instance they’ve chosen to switch the black out for another complementary colour.

With this style being able to be created from essentially any image they had to put some restrictions in place to avoid going off brand. Collins therefore created ‘The Colorizer’, an application that allows users to create their duotone images from a very select but robust colour palette ensuring that the new Spotify brand had flexibility on top of a solid foundation.

As we see the new brand go live at South by Southwest today, I find it interesting that Spotify want to connect with a specific group of users. As a ‘Music Brand’ offering an eclectic array of music could this potentially alienate subscribers that don’t fall into this age category? I guess however, with the use of imagery influenced by album covers from the 60’s, maybe there’s instantly an association with the slightly older generation, rekindling good times from their youth.

What do you think? Feel free to add your thoughts in the comment below.

You can also read the full article on the Fast Company Website at

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