Dragon International has created the branding for EMI Record’s new Mid-Price category. The work is billed as bringing customer-focused branding to the music business.
Dragon’s design work included the Mid-Price identity, catalogue and literature, point-of-sale
material and advertising.
The identity is a bright yellow triangle with a red dot. “It is a very simple graphic with a terrific stand-out,” says consultancy founding partner Jane Mann. “The red dot is a subconscious sale trigger.
“The birth of a brand was not necessarily what EMI had in mind, but it was apparent to us that the opportunity for Mid-Price branding existed,” Mann adds.
The catalogue is the size of a CD, has articles and reads like a magazine, says Mann. “It has value and will become quite collectable.”