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A brand identity for Current Records, an independent record label inspired by the emotional flow created by music. The label's name, Current, reflects an interest in the ever-changing music landscape as well as a dedication to staying in tune with modern music trends. The brand's icon is at once a vinyl record, a series of concentric water ripples, and an initial C. The concept of flow continues visually in the use of groovy marbled paper textures, which add an organic element to the clean geometric shapes and sans serif type used in the rest of the identity. The interaction of the icon and the marble texture along with the bold type treatment emphasize the label's style as modern, trendy, and daring. Additionally, the brand's characteristic use of a monochromatic marble texture can also be expanded to new textures/colors in new applications, such as Spotify playlist covers. Overall, Current Records is a bold and memorable brand that expresses the visual groove of their music as well as their modern, up-and-coming presence. Current Records is a fictional project. Any similarities to existing brands or labels are merely coincidental and unintended.

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