The Brand Identity interviews Austrian designer Lukas Haider about his two-decade career in music branding and his philosophy of being a 'branding expert' rather than an artist. He discusses his concept-driven approach, emphasizing workshops, strategy, and meaning over aesthetics. The article explores his work for labels like Paranormal, Radiate, TAU, and artists such as Adana Twins, highlighting his use of AI, 3D scanning, and narrative-driven design systems.
The article curates six minimalist brand identities from studios including Socio, SUPERFANTASTIC, and Mouthwash Studio. Each project showcases pared-back design approaches across industries from homeware to architecture, emphasizing clarity, restraint, and modernist influences. The feature highlights the studios’ ability to communicate brand essence through simplicity and refined visual systems.
SocioMouthwash StudioU.I.WD.AatherNeutra VDL Studio and Residencesbranding
Polytechnic developed a refined brand identity for Mooradian Studio, an architecture firm, centered around a bespoke mono-weight typeface called Mooradian Grotesque. The design draws inspiration from Armenian lettering and mid-century type design, complemented by a restrained color palette and tactile materials. The collaboration highlights a thoughtful balance between typography, architecture, and materiality.
