Cord

Redefine Record

There has never been a better time to be a song writer. With the music industry booming and artists having greater opportunity for exposure, the world is their stage. More and more people are collaborating, creating and sharing at the touch of a button. But as the scene has changed tempo, the process has increased in complexity.

Multiple voices, several applications, lost files, spontaneous thoughts gone in a whisper, all of this making the writing process feel fragmented. Leaving many with a growing need to connect back with their craft.

That’s what Cord have set out to do. They understood what really mattered to song writers and producers. Beyond the state of the art equipment and global platforms was a desire to get back in the zone. No distractions, no interruptions, just you and the moment. Because the best results are made when you’re in the flow.

That’s why they built the worlds first real time recording app. Giving users the ability to synchronise their thoughts and ideas all in one place. No more being buried in emails, no more lost time to organising, just instantaneous collaboration.

To establish the brand, we worked on a strategy, naming and visual identity with a single brave idea; what would it look like to redefine record? How could we change the way people thought about documenting their creativity? Making an activity less ‘start, stop’ and more ‘in the zone’.

The new identity does just that. The new brand mark, The ‘Cord’, represents a window into endless possibility. A button once associated as static and aggressive, now ever open and inviting. Taking inspiration from the user interface of recording software, grid-like overlapping structures came to life to represent collaborative creativity.

The brand is also charged by an energetic colour palette combined with art direction that captures those moments of inspiration and the personalities that contributed to it. A bespoke typeface was built taking cues from the jagged edges within the symbol and graphic patterns.

Overall, the app with its new identity gives song writers the freedom to get back to what they love, creating and sharing it with others.