Visual Identity for Sony Music Record Label Milkshake

A record label turns its car-ride origin story into a visual identity.

Studio Herrström refreshed Milkshake, the Stockholm-based label and management division of Sony Music Entertainment, around a story already embedded in its culture. The name originated during a car ride, and cars later became settings for milestones and testing new music. That history connects car culture, milkshake flavours and music throughout the identity. A new logotype develops the previous brand’s splash energy, while a rounded, blended symbol draws on the way metal, liquid and surrounding objects can merge. Road signs, vehicle details and flavour cues inform the wider graphic language and colour palette. Information lockups borrow from car window stickers and milk-carton nutrition labels, accommodating track names, release dates and recording-rights symbols. Gates, a neo-grotesque typeface from Context Type, supplies an editorial structure. The system is intended to give the growing label a coherent voice while leaving individual artists room to lead.