Virgin Records is to relaunch its dormant urban-music label Circa in September with an identity designed by Farrow Design, as part of a move by the company to increase market share in what is perceived as a growing category.
The label is aimed at boosting sales of the urban and dance music artists currently signed with Virgin Records and attracting new artists to the company, says Virgin Record’s A&R manager Andy Lewis. The consultancy was briefed to deliver a contemporary, but premium identity, he says.
‘We needed something that was street, but slick enough to be taken seriously, so no graffiti,’ Lewis comments. ‘The old artwork looked like [it was for] British Airways.’
Final concepts will be signed off this week and the identity will be applied to everything from business cards to packaging, according to Farrow Design creative director Mark Farrow.
Full details of the new logo have not been released, but Farrow says it is based around a ‘C’ with a full stop in the middle. The consultancy, which was appointed in early July, may also be involved in designing the first album covers for the label.
Virgin Records, which is owned by EMI, has not yet decided which of their artists will be on the label, which boasted Massive Attack, Neneh Cherry and Hue and Cry in its heyday.