THE RED BULL STUDIOS ALGORHYTHM
Brand: Red Bull | Product: Red Bull Studios | Medium: Application & Design Mixed-Media
The Red Bull Studios Cape Town is South Africa’s leading authority on electronic music. And they have a number of properties they use to expose South Africa’s youth to this music. The problem was that every property had a different look and feel, so the public didn’t see it as Red Bull Studios.
They needed a new corporate identity that was as unique their brand and could house all of their properties. This got us thinking: “What if the music the studio makes, makes the corporate identity?”
HOW IT WORKS:
Using advancements in technology the Algorythm breaks the STEMS down mathematically, and detects peaks in their audio frequencies. The peaks determine the size and regularity of the icons that the Algorythm assigns, but we’ll go into more detail on this further down the page.
We chose to assign a circle to the Bass STEM because it is a well rounded, deep sound.
We chose triangles for the drums to represent the sharp hit of a drum stick.
A melody balances out the harshness of bass and drums, so we assigned a square with its balanced sides to represent it.
Harmony is a combination of simultaneously sounded musical notes that produce a pleasing effect. To us a repeated half-circle gave the same pleasing effect to the eye.
Client: Red Bull
Product: Red Bull Studios
Agency: Publicis Machine
ECD: Gareth McPherson
ACD/AD: Joshua Foster
CD/CW: PJ Eales
Art Director: Andrew Ringrose
Designer: Andrew Ringrose + Joshua Foster + Kelsie Blake
Copywriter: Neil Meyer