Deepend look for Music3w

Digital communication specialist Deepend has created the identity and branding for a new website,, which aims to be the leading Internet portal for leading bands’ official sites.

The award-winning consultancy was appointed at the end of 1999 following a period of informal consultancy work for Music3w marketing strategy director Hamish Pringle. The logo is inspired by tour boxes used for moving equipment between gigs, with the arrow alluding to bands on the road and navigational information graphics.

Fans will be able to access news, trivia and interviews, and buy merchandise and concert tickets. In the future, contracted artists will provide downloads, webcasts and live chats. Stars to have signed up include Bryan Adams, Culture Club, Genesis, Jools Holland and Phil Collins.

According to Deepend creative director Fred Flade, a key function of the identity is signposting. “It’s instantly recognisable on official artists’ websites, but integrates with them seamlessly, working in a range of on-line environments. Its iconic nature allows legibility when reproduced at a small size, such as on the screen of WAP phones,” he explains.

Pringle says: “A guiding principle of the music3w. com development has been the belief that ‘the design must work’. Our goal has been to achieve both visual distinctiveness and outstanding functionality.

“We are delighted with the Deepend work, which has more than fulfilled our demanding brief, and delivered a look and feel which sets our brand apart from the rest,” he adds.

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