REBRANDING AN ICON
For 25 years Warp Records has been a synonym for adventures in sound and vision, consistently furthering their position as one of the most creative independent record labels in the world. With a rich legacy and consistently groundbreaking vision of the future, Warp and its artists traverse mediums to explore new spaces. Aphex Twin, Flying Lotus, Brian Eno, Hudson Mohawke and Squarepusher are just a few who represent the label.
HelloMe has partnered with Warp Records to create an extensive repositioning of their brand identity. In close collaboration with Warp we adapted the brand and its visual identity to meet todays requirements and embrace the complexities of the future.
HelloMe created an adaptive identity system including a completely overhauled typographic concept and the redefinition of the iconic purple that’s been synonymous with the brand for the last two and a half decades. A simple set of typographic rules is nested within a flexible grid system designed to beautifully host content of varying complexity and applications from billboard to iPhone while acknowledging Warp’s historical design language. To perfectly compliment the aesthetic development of the label we teamed up with type foundry Dinamo to expand the typeface „Favorit“ by Warp specific icons and custom glyphs. An extensive Brand Manual manifests the core values and design principles of the brand in one coherent and easy to use document.
Following in the footsteps of the Designers Republic, HelloMe is responsible for all of Warp’s brand communication in partnership with the label. This includes the creative direction and design of the iconic web destination warp.net, digital and print advertising, merchandise, stationery and in-house documents.
Together with Warp, we continue to holistically shape and develop the future of the brand, their communications, brand experience and visual language, keeping the brand dynamic and maintaining relevance throughout all audiences.