Rasmus Wängelin
Creative Director, Global Head Of Brand Design
In their own words
This year we’re specifically inspired by how pop culture thrives in a beautiful cycle of reinvention, constantly evolving and surprising us.
For the first time, we incorporated our brand new bespoke typeface, Spotify Mix, into Wrapped – which gave us the opportunity to create a bolder, dynamic and more unique typographic presence that stands out.
This year was all about being raw, playful, and honest.
We look for interesting ways to transfer the insights into creative tension points.
Humour has always played a big part of Spotify’s communication.
Articles & interviews3
- Erik Herrström Challenges Pinterest-Led Design in Debut Book THE ECHO
The Brand Identity profiles Erik Herrström’s debut book THE ECHO, a 218-page guide challenging Pinterest-led design and advocating for deeper cultural research in branding. Designed by STUDIO HERRSTRÖM with illustrations by Matouš Marťák, the book combines editorial design, interviews, and case studies from music and culture. It reflects Herrström’s philosophy of direction over speed and encourages designers to move beyond aesthetic alignment.
- Spotify Wrapped 2024 Celebrates Decade with Reinvention Theme
The article explores the design of Spotify Wrapped 2024, marking its 10th anniversary with a theme of reinvention and evolution. Spotify’s in-house design team, led by Rasmus Wängelin and Rebecca Lim, created a vibrant, motion-driven campaign using the new Spotify Mix typeface and bold color gradients to reflect the year’s diverse musical culture. The feature highlights how the campaign celebrates fans’ influence on global music trends.