Soundcloud is an established platform with an inconsistent brand identity. This redesign proposal through new brand identity guidelines syncs Soundcloud's identity with its cultural presence.
The logo redesign simplifies the form of the original down into its silhouette. This simplification confidently pushes forward the idea that Soundcloud has already established its identity as a music platform and no longer needs to communicate this through their logo. As the new design is a simple but radical departure from the logo, the silhouette remains unchanged.
The primary palette is a variation on the original. The palette previously, was much more vibrant and intense. These new tones do not mute the palette. However, the emphasis of this palette is to allow the brand to sit in multiple contexts without being to harsh or overbearing.
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