Gorgon City - Branding

Gorgon City - Branding

I am researching the way artists in my genre use branding as part of their marketing. This will be useful to me when it comes to creating my digipack as I will be able to see how branding is done professionally and successfully. I will draw inspiration from the branding research and this will allow me to create something that will appeal to my target audience of young men and women between 18 - 25.

The DJ pair's logo came from this typography style on their DJ sets.

The design and shapes included in the bridge behind the artists is similar to the shapes included in their logo.

Their logo is repeated and sign in everything they do which allows it to be instantly recognisable to the public.

This is the single cover for Ready For Your Love by Gorgon City featuring MNEK. The typography used on this cover is different to the style of text on the banner for their DJ set. This style is more sophisticated and slick which will appeal to the target audience. The Gorgon City logo is the largest thing on the cover so it draws the customers eyes to it which is an important part of the branding. The colours on the cover are orange and purple and is supposed to replicate a sun setting. Orange is associated with joy, sunshine, and the tropics this matched with the palm trees gives the cover the 'summer vibes' that the song has brought this year. Purple connotes romance which links to the lyrics of the song; this makes the cover more relevant to the song. However the video does not match the cover of the single pack.

(https://www.youtube.com/watch?v=8B93tgRxMuE)

The video is mainly shot in dark places which contrasts with the bright single cover. Gorgon City's logo only featured at the very end of the music video for Ready For Your Love.

Although Gorgon City's logo appears at the end of the video to end it, in my opinion their should be more examples of the logo seen within the video itself.

However, at several points in the music video there are shots similar to this, featuring this wall piece. The face in the carving is similar to what appears on the cover of Gorgon City's single Imagination. This could be branding and advertising for the next single.

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