EMI Record’s Mid-Price category, currently available only in the UK, is being rolled out across Europe next month accompanied by a design manual by Dragon International.
The manual is to ensure communication consistency in all markets. In the past record shop managers have viewed the category as a one-off promotion rather than an established brand, says Dragon creative director Greg Vallance.
Dragon was responsible for creating the category’s branding when it was launched last year (DW 18 August 1995).
Vallance was keen to keep the manual looking lively. “We had to establish a level of excitement and action and movement through the graphics, while the marque remained as a strong, steadfast, communicative device,” he adds.