The Tidal web service has a prominent place in the music streaming market. It allows users to receive multimedia subscriptions by providing access to thousands of clips and millions of tracks. At the same time, listeners can choose one of two service packages: Tidal HiFi or Premium, which differ in sound quality.
Meaning and History
The online service appeared in the second half of 2014, and at the beginning of 2015, Project Panther Bidco Ltd., along with its parent company Aspiro, took over. Such a global shift, oddly enough, did not reflect at all on the Tidal logo. The new owner decided not to redesign and left everything because, by that time, the music service had already gained worldwide fame. She was popular far beyond the borders of Norway, her geographical homeland. She was known in Europe and North America.
Shawn Corey Carter, known under the pseudonym Jay-Z, became the main head of the Internet service. The producer and rapper from New York have led many projects aimed at gaining fame and profit. For the same purpose, he bought Aspiro and its Tidal brand. After a profitable acquisition, the musician focused not on the outside of the business but the inside. Under his management, the multimedia service took third place in the ranking of the largest streaming broadcasters.
Jay-Z achieved all this without changing the brand identity. He just slightly expanded the service’s functionality: he added the ability to pay for music downloads and purchase CDs. Also, the rapper has partnered with MQA to produce high-quality HiFi recordings.
In 2017, telecommunications company Sprint acquired a third of Tidal. But this did not affect the logo in any way. It still looks the same as it did in 2014: simple black lettering with a diamond pattern. This design was invented under the guidance of the technology firm Aspiro.
One of the main elements of the Tidal brand name is the geometric pattern shown above. The quadrangles are staggered. But this is not a collection of random shapes, but the letter “T.” At least that’s how the designers saw her. They placed one black rhombus in the middle and three more of the same at the bottom, right, and left. The drawing supplemented the name of the multimedia service and became its first and last emblem.
Font and Colors of the Emblem
The font used by the logo creators is very similar to Keep Calm. It is taken from a 1939 propaganda poster. In 2000, a British store owner found a copy of the poster, after which the typographers paid attention to the style of the lettering and came up with the Keep Calm typeface. Another similar font is Montserrat. It is based on the Montserrat city signage and is identical to Keep Calm apart from minor differences in detail.
The logo is completely black and white, but this is more of an advantage than a disadvantage. The monochrome color scheme underlines Tidal’s high profile and minimalist style.