Expanding Coke Studio™
SERVICES
Visual Identity
Design Lead
Art Direction
Digital Design
CREDITS
Motion Designer: João Seabra
Designer: Gam Dhliwayo
Strategist: Alex Withers
Created while under employment of Superunion.
The nature of this work is confidential.
CLIENT
Coca-Cola
Coca-Cola is expanding Coke Studio™, a digital music platform that builds on the television program originally launched in Pakistan in 2008 and elevates it to the global stage.
Coke Studio is digital-first and always-on, providing an opportunity for emerging artists to partner with one another to create moments of musical magic for new audiences.
It provides a platform for artists to record live, build cultural and creative unity, and bring people together through the magic of music.
Our team was asked to create a new visual identity system that’s unique in the category, universal, timeless, inviting, bold and dynamic.
This new evolution of Coke Studio will be launched next year.
Music is the great uniter,
the global language,
the transcender of boundaries.
Music is the sound the soul makes
when it speaks
encircling us
moving us
inspiring us
Each artist’s vision
a new piece of our own
We are here for music
for artists to join artists
and for everyone
everywhere
Welcome to Coke Studio™
The logo, named "The Ring", encompasses the whole world of Coke Studio. It represents unity – connecting artists and audiences to experience music together.
Circular in shape, it echoes the visual language of the Real Magic Hug visual language. Our ever-evolving logo truly comes to life in motion. In ideal scenarios, it is a responsive logo that reacts and dances differently to all kinds of audio input.
Dynamic in nature, we have three different logo options, capturing a sense of movement even in static applications.
This system is rooted in strategic thinking, portraying Coke Studio as an expansive world that holds and celebrates various layers of content, creating a more intimate space that brings people in closer to artists and the content they create.
Current competition in the industry use imagery and symbols that feelobvious and on the nose—including but not limited to headphones, equalizers and audio waves. They feature only the buzz-worthy, biggest names. Glamour becomes the key focus.
With Coke Studio, we worked to create a more nuanced and expressive system. In an effort to lead with creative collisions and speak to the universal language of music, our system seeks to create equal hierarchy between well-known and lesser-known artists. Coke Studio centers around bringing together different artists and cultures, facilitating and truly celebrating collaboration.
Live performance photography can be in color or black and white, capturing collaborators in the same frame.
Studio 'stage lighting' photography is used to amplify the immediate connection to performance—all in service of replicating the way we would see the artist on stage but on a more intimate level than we usually get to experience.
Studio photography can be in color or black and white. Musical artists are invited to pose and express their individuality through portraiture. Solid fill color backgrounds are in Coke Red, Black or White.
There are eight different iterations of the Coke Studio logo wrap to be used as a hero graphic integrated with artist photography.
The system is grounded in typographic wraps that encompass distinct artist worlds. By incorporating bespoke typestyles or established logotypes, these wraps act to highlight artist individuality and expression.
Type wraps embody collaboration. They are modular: flexing and expanding to highlight a single artist, bring two artists together, or a wider group of artists to the stage, ultimately elevating the connection and facilitating extraordinary moments.
The type wraps can pair with artist portraiture, live performance imagery and artist-generated contetn to highlight specific content.
In static form, we can allude to the idea that this is a moment in time, paused to spotlight featured artists.
When in motion, we can revolve the type and content frames simultaneously, to settle on different artists and experience a glimpse into their musical world.
