SoundCloud
Rebranding
SoundCloud has long been the underground pulse of music discovery, a space where raw creativity meets limitless potential. However, as the digital landscape evolves and independent artists seek more than just a platform, SoundCloud's identity must evolve with them. This rebranding is not just a visual transformation—it’s a statement, a bold declaration that SoundCloud is reclaiming its position as the home for boundary-pushing artists, subcultures, and sonic experimentation.
The new identity embraces contrast—light against dark, order against chaos, mainstream against underground—mirroring the way emerging artists disrupt and redefine music culture. It is sharper, sleeker, and unapologetically modern, capturing the restless energy of a generation that moves fast, consumes visually, and demands authenticity. The vibrant, rebellious spirit remains at its core, but with a refined edge—one that speaks to both bedroom producers uploading their first track and industry veterans looking for what’s next.
From the typography to the digital experience, every design decision amplifies SoundCloud’s unique role in music: a space that thrives on difference, fuels creative rebellion, and empowers artists to own their sound. The brand’s voice leans into this unapologetic confidence—direct, dynamic, and in sync with the beat of the underground. It’s not just about streaming; it’s about discovery, culture, and artistic identity.
This is SoundCloud reimagined. Louder. Bolder. Unstoppable.
Brand Story &
Strategy
This rebrand sharpens its presence, making it more immersive, high-contrast, and future-forward. The goal is to elevate SoundCloud’s status—not just as a music-sharing platform, but as a cultural force that champions the underground, fuels creative disruption, and redefines music discovery for a new era.
Target Audience Shift
A more design-conscious, digitally native audience while retaining its core base of emerging artists and music enthusiasts.
Brand Tone & Voice
Bold, rebellious, and direct—now with a polished edge. Speaks as an equal, collaborator, and cultural pioneer.
Brand Identity
The redesigned logo embodies SoundCloud’s evolution, balancing its legacy with a sharper, more contemporary edge. Refined forms and a dynamic mark create a distinctive identity that stands out across digital and physical touchpoints.
Visual Identity
Reimagined visual identity sharpens SoundCloud’s edge with bold contrasts, modern typography, and a refined color palette. Designs enhance usability, while dynamic social and ad visuals amplify its rebellious, premium feel.
Application
The rebrand comes to life through an intuitive web design and immersive social media presence. The UI/UX enhances navigation and engagement, while ad mockups reinforce SoundCloud’s bold, modern identity in real-world interactions.
