New EMI image for millennium market

EMI RECORDS is launching a millennium branding device for use across a number of campaigns to promote its back catalogue. The logo was designed by Middlesex group Marketing Image.

The identity will initially be applied to EMI’s ten-strong Millennium vinyl collection, due to launch on 6 April. It will also be used in a 20-strong Legends of the 20th Century collection, scheduled for release in August, and a further ten-strong collection that complements the Millennium vinyl range.

EMI Records catalogue director Steve Davis says the collections are aimed “at the trade and mature consumer markets”.

Marketing Images managing director Jon Kempner adds: “The identity is going to be used across many areas, so it had to be quiet and yet powerful enough to pull people in. It also had to complement the EMI brand.”