Launching Vax Records label — a Journey to Brand Discovery

Introducing Vax Records, a standout Berlin-based music label dedicated to passionate enthusiasts of the underground techno scene. Their carefully curated sonic masterpieces transcend traditional dance floors, resonating with the intricate worlds of performative arts and avid listeners alike.

We collaborated closely with Ellen, the visionary founder of Vax Records, who also wears the hats of artist, musician and DJ. Together, we crafted the brand's vision and way finding, encapsulated in "The What & The Why," the brand’s values which we first we defined. The journey from identifying unique selling points to creating the comprehensive Brand Book was a delightful process of collaboration and alignment.

Through frequent exchanges and a deep dive into Ellen's creative past, the current market landscape, and the future goals of the brand, the vision evolved and crystallized over time. To bridge the gap between theory and immediate communication needs, we developed a playful yet minimal logo, conceptualized a color world and typographic expression. To further enhance the brand's identity expressed through the many records to come, we also built a recognisable visual system for albums, EPs and singles as well.

These foundational elements set a basic direction for the label, both a playground and a tool kit, the implementation of which the label will take over from here.

THE LOGO

Vax Records’ logo is an interpretation and an expression of its core values in minimal yet contemporary form. It highlights equality and understatement, in its simple word mark form, while pairing edgy detailing with dynamic perspectives, and symmetry to create harmonic balance. The font’s unusual cut into the characters reminds you of a record needle eager to translate the engravings into a magical sonic experience. The letter ‘o’ is direct in its association to the round form of a vinyl record and through a playful twist, the perspective to it changes — like during the different stages of DJ’s process - from the pick to the final spin. Vax Records stands for high quality with a playful wink in the eye.

COLOR WORLD

Vax Records’ color world is a way to enhance the brand feel by extruding a soft, warm and intense sense of depth — the embracing darkness of night life — and a space for introspective thought. An element of electric intensity is brought in through the use of RGB blue as pop color, also referring to the computerized digital realms that lay in the roots of the brand. The neutral field colors tie everything together with an element of ease and harmony, while the additional ‘joker card’ colors add an element of surprise within the often predictable techno scene. As special colors, the ballet pink brings a touch of traditional femininity, referring to the founders passion for the art of dance, and the organic mint tone is a nod to old school punk bleached hair styles. Despite the added color range, the overall feeling remains calm and considered with a confident personality and presence.

TYPOGRAPHY

Vax Records’ typographic expression is based on the font Flexa by Grilli Type, designed in 2020. Instead of the traditional view of a typeface as a collection of static styles, GT Flexa embraces the idea of a fluid design space. As a dynamic tool, it enables joyful typesetting that allows for fully responsive designs. Its creators, Dominik & Marc, spent six years fine-tuning GT Flexa’s concept and character. The result is an impressively extensive typographic system with a unique personality. The font brings in dynamic function and form along with edgy detailing. The unusual character shapes establish a unique and appealing aesthetic. Contemporary tension is achieved by the combination of mechanical monospace cut and an expanded variant.