Since its founding in 2015, Indify has significantly impacted the music industry by connecting up-and-coming artists with crucial partners to advance their careers. Shav Garg, Connor Lawrence, and Matt Pavia established Indify as an artist-discovery platform using a proprietary algorithm to find musicians likely to become big stars. The business has since developed into a marketplace for matchmakers, using this algorithm to provide partners and artists with transparent information about each other’s performance. This enables both sides to prioritize the artists’ best interests, identify the ideal fit, form effective and equitable partnerships for each release, and manage royalties. On the platform, artists always maintain creative control, own their masters, and receive at least 50% of their income after recovery.
Recently, Brooklyn-based design agency CENTER unveiled a new corporate identity for Indify. The previous design featured a simple sans-serif wordmark next to an icon resembling a cross between a pulse and a music wave. However, several issues with the execution, such as awkward spacing in the wordmark and the use of Proxima Nova’s rounded alternate “y,” made the design feel off.
The new logo offers a more captivating and lively visual identity, marking a significant upgrade. As shown in the logo animation, the spark emblem stands out with its distinctive proportions and playful attitude. Although the new logo somewhat resembles Eurostar’s, it is distinct enough to be recognized as unique. The wordmark fits well with the indie music scene due to its straightforward presence, reminiscent of skater culture. The extended sans serif and personalized typeface give the platform a unique appearance despite some visual similarities to another CENTER project, Butter. The all-red composition is particularly striking, adding a daring and slightly rebellious edge uncommon in today’s branding environment.
The new look extends beyond the logo to encompass the entire visual identity. The brand’s lively and energetic attitude is well highlighted by the red color scheme, which is a notable element. The brand effectively uses artist photography and video, complemented by simple, deadpan sans serif lettering. This approach puts the artists front and center, showcasing their imagery and material. While this minimalist strategy is effective, it could benefit from additional flair or individuality to give a more powerful and recognizable brand voice.
One of the main components of the new look is the spark icon. Constructed with unusual dimensions and an entertaining perspective, the spark represents imagination and the ignition of fresh opportunities for artists. This is complemented by the wordmark, which communicates reliability and confidence in a simple yet powerful way. These components produce a cohesive visual identity representing the platform’s goals and core values.
The decision to use an all-red color scheme is bold and effective. Red symbolizes passion, energy, and action, key components of the brand’s ethos. The striking contrast between the artist’s images and the red background creates a strong visual statement and grabs attention. This color scheme helps the platform stand out from other music-related platforms, many of which use more muted or conventional colors.
The website and social media content have been updated to align with the new brand. The redesigned website features a simple, user-friendly design that prominently displays the new logo and red color scheme. Social media visuals follow the same design principles, ensuring a consistent brand experience across all channels. Using artistic photography and video adds a dynamic and engaging character to the brand’s online presence.
This rebranding marks a significant step forward for the company. It modernizes its look and aligns the brand more closely with its mission of inspiring artists and fostering creative connections. The flexible design allows the new identity to adapt to various applications without sacrificing its strong and cohesive visual presence.
In summary, Indify’s new brand identity is a bold contemporary makeover that effectively conveys the company’s dedication to innovation and artist empowerment. The eye-catching red color scheme, distinctive spark emblem, and confident wordmark create a memorable and impactful visual identity. This rebranding positions the platform as a progressive and dynamic force in the music industry, ready to support emerging musicians.
