The Stone Twins rebrand Songtradr to celebrate a platform 'where music meets'
Amsterdam-based brand consultancy The Stone Twins has rebranded Songtradr, the global B2B music ecosystem and marketplace, giving it a new look that celebrates its growth over the last decade and its ability to bring music creators and businesses together.
The new identity includes a loud new logo, an updated tone of voice and a new sonic identity by The Stone Twins, the award-winning studio founded by brothers Declan and Garech Stone with clients including Heineken, adidas, and A'DAM Toren.
Their latest work signals that Songtradr, founded as a music licensing marketplace in 2014, has evolved into a fully integrated suite of products and services that help brands source, create, license, and use the right music. "The old Songtradr logo was not just outdated and literal, but failed to represent Songtradr's smart music solutions that mix artistry and data," explains Declan. "The new look is intentionally bold but also playful. We call it 'serious fun'."
Songtradr's music is played everywhere: from social media influencers to streaming platforms, online and in-store shopping, adverts, and video games. As such, the brand narrative recognises that Songtradr connects music makers worldwide with businesses of every size. This insight informed the new strap-line 'Where Music Meets' and the big and brash new Songtradr logo.
Conceptually, the 'S-logo' contains two arrows that symbolise two sides of the Songtradr platform, such as artists connecting with brands or the marriage of creativity and data. It's also dynamic, able to expand and dance to convey Songtradr's growing catalogue, products, services and beats. "The rebrand puts the rhythm back into the algorithm," adds Declan.
The sonic identity was created by MassiveMusic with motion design by NGL Motion. Songtradr's new identity will roll out over the coming weeks and months.