Brand Identity
For the purposes of this event, Universal Music UK will use a hybrid of Ruler and Creator brand archetypes. This is a brand that values innovation but its strength lies in its utter dominance of the industry.
This concept uses symbolic images (crown, platinum record) as well as language to associate Royalty//Free with prestige. Working for a record company has an inherent “cool” factor that we want to leverage even further to make the show a must-attend, exclusive event.
Copy
“Royalty-free” is a term that we designers are familiar with. It refers to the accessibility of a work of art. Universal Music UK is making its featured artist accessible to its employees by putting on the event.
The use of slashes breaks up the phrase into its components, Royalty and free. Royalty is a signifier of prestige, and free denotes the perk of being invited to the exclusive event.
The supporting copy “The First Annual. No cameras.” further reinforces the prestige of the event; with “no cameras” being a joke about papparazzi. But seriously, no cameras.
