Deezer recently launched a new logo. It’s only been four years since the streaming service changed its visual profile. The rebranding that took place a few days ago is even more complete in comparison.
The audio streaming service Deezer was founded in 2007. According to its own information, the service has 9.9 million subscribers. At the last rebranding in 2019 there were still 14 million. The global market share is currently 1.5%. Deezer holds a market share of 7% in Germany and as much as 12% in France. The market for streaming services, be it music or video, is still highly competitive.
As the company explains in a press release, with the rebrand now complete, Deezer is positioning itself towards an experiential services platform on which artists, fans and partners are connected through music. To highlight this change and “strengthen people’s emotional connection to the brand,” Deezer is revamping its visual identity.
Extract from the press release
“We have transformed Deezer over the last two years and today marks a milestone by introducing our new identity and logo, whilst showing how our product is evolving into a platform where people can experience and experience music in a way that can’t be found elsewhere,” said Jeronimo Folgueira, CEO of Deezer. “The love of music and helping people be and belong through music have always been at the heart of Deezer, and it’s time for us to embark on this new journey where we strengthen this commitment to fans, artists and partners.”
Deezer only made changes to the visual appearance in 2019 (reported by dt). While the last revision was more of an evolutionary nature, a completely new brand design is now used. The original idea remains intact or is reinterpreted.
Instead of using rectangles, the graphic sign, which has represented a graphical implementation of an audio spectrum since the company was founded, is now made up of several ovals of different sizes. These in turn form a heart shape when combined. Deezer now uses purple as its new primary color. The new brand design was presented on November 7 at an event at La Gaîté Lyrique (Paris).
“Love is in the air…” – everywhere you look the theme of love and the symbolism of the heart is reproduced. The heart shape is now extremely widespread in the brand’s cosmos. On this basis it is difficult to build an original and unmistakable brand identity and communication. If a generic character (an image of the audio spectrum made up of rectangles) is replaced by another generic character (a heart), I can’t really see any progress in this.
Music is a highly emotional topic. Music can make us cry, laugh, put us in a festive mood, or put us to sleep. Music can release happy hormones (dopamine) and also cause stress. Music has a contagious effect on us in one way or another: a phenomenon considered… emotional resonance it’s known. So the new heart-shaped purple audio spectrum graphic is a very appropriate visual equivalent, you might say. Of course – as a visualization of IN SUM music, the graphics are appropriate. But the fact that music creates an emotional resonance in us is not a unique selling point of the Deezer brand.