ROLI is a pioneering music technology company known for its innovative instruments that transform the way musicians create and interact with sound. Recently, ROLI revamped its brand identity, aiming to resonate with a diverse audience and embrace the belief in music’s power to bring people together. Let’s explore more about ROLI’s rebrand.
The Vision Behind the Rebrand
To create a new identity resonating with diverse audiences, ROLI collaborated with London-based creative agency DixonBaxi. They worked with ROLI founder Roland Lamb for over six months to build a brand that unites people through music. This collaboration centered on empowering one billion people to make music. DixonBaxi distilled this vision into a cohesive strategy to unlock music’s potential for all. ROLI engages diverse audiences, including Grammy winners and beginners, to empower individuals to express their music freely. The tagline ‘Free the Music’ represents ROLI’s core philosophy, guiding its new identity.
A Logo Born from Music
Central to ROLI’s rebranding is a logo that invites creativity and embodies musical innovation. Inspired by five piano keys, the logo serves as a visual representation of musical possibilities. Senior designer Jas Welsh expressed excitement about crafting a symbol that feels ‘poetic, elegant, and premium’ while remaining accessible to all users. The warm and approachable aesthetic of the new identity stands in stark contrast to the typical vibrant hues of tech brands. By employing subtle, tactile colors based on the ‘Circle of Fifths’ from music theory, DixonBaxi created an adaptive color system that caters to a range of audiences. Darker tones appeal to professional creators, while lighter, playful colors invite newcomers to the world of music. Moreover, the new brand’s motion language reflects the unique gestural controls of ROLI’s instruments. The Five Dimensions of Touch that define how musicians create melodies are mirrored in the distinct animation behaviors across ROLI’s marketing and digital experiences, enhancing user engagement.
A Warm, Relatable Tone of Voice
ROLI adopted a warm and encouraging tone, breaking down industry jargon barriers. The brand’s heartfelt approach reveals music’s unifying force. Through simplicity, ROLI fosters a supportive environment for musicians at every level. Music-making becomes inclusive and delightful.
A Unified Experience for Musicians
The culmination of this rebranding effort is a cohesive identity that unites what was once a fragmented product family. By streamlining the product ecosystem and integrating a consistent naming and identity system, ROLI makes it easier for musicians to find the right tools and feel a deeper connection to the brand. As Roland Lamb, co-founder and CEO of ROLI, stated, “We are thrilled to have found a brand expression that represents our deep intention to make the world more musical.” With the refreshed identity, ROLI is poised to unveil an exciting roadmap of musical products that harness the power of their Music Intelligence platform, starting with the innovative ROLI Airwave.
Bottomline
ROLI’s new identity represents a profound commitment to making music accessible and expressive for all. This transformation goes beyond a simple brand refresh. By combining innovation, warmth, and inclusivity, ROLI empowers a new generation of musicians. They unlock their musical potential, joining a vibrant symphony of creativity.
