Beatport is an electronic music platform founded in 2004, serving DJs, producers and fans with music downloads and streaming services. The company unveiled its current logo and refreshed brand identity in June 2021, marking its first brand redesign since 2012. The new identity was developed in collaboration with the Swedish design firm Kurppa Hosk, with Beatport’s in-house design teams bringing the final logo to life. The mobile app launched alongside the rebrand was the first product to feature the new identity. [1]
Design and History
Beatport’s prior logo, used from the company’s founding in 2004, was an abstract pair of headphones viewed head-on. The 2021 redesign replaced it with a lowercase “b” that also reads as a pair of headphones seen from profile. According to Beatport’s official announcement, the mark incorporates a turntable tonearm design and a circle representing a turntable or CDJ platter, as well as the headphone cup. The design was described as a “futuristic play” on the original headphone logo, nodding to Beatport’s past as a digital download-only store while reflecting its evolution into a multi-faceted company. [1]
Design coverage of the rebrand described the symbol as combining the letter “B” with an “abstract interpretation of the turntable,” and noted that the new endorsing marque borrows from the shapes of vinyl records and styluses. [2] [3] The redesign was Beatport’s first since 2012. [4]
Typography and Design
For the identity’s typeface, Kurppa Hosk chose Aeonik, designed by Mark Bloom and Joe Leadbeater. [2] Beatport’s previous wordmark used a slightly flattened, futuristic typeface, which was replaced by a more restrained sans-serif in the 2021 redesign. [5]
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