IDENTITY SYSTEM · 2026
MUSIC
WITH
FRIENDS
01 / POSITION
Discovery should feel personal again.
Brand idea
Friends put friends on. Music With Friends makes discovery human, generous, and culturally sharp, bringing emerging artists closer to the listeners and industry people who can move their careers forward.
Positioning
A musically rooted, globally tuned editorial and live-performance platform for people who want to know what comes next before everyone else does.
02 / COLOUR
Mostly restraint.
Then a signal.
Use Friend Black and Warm Paper for roughly 70% of every composition. Choose one signal colour as the dominant accent; use a second only to clarify an interaction or content type.
03 / TYPE
LOUD
ENOUGH
TO FEEL.
ENOUGH
TO FEEL.
Display / Horizon
Use for headlines, campaign moments, series titles, and short statements. Keep it oversized, tightly spaced, and never sentence case.
Utility / Arial
Use for body copy, navigation, metadata, and editorial reading. Let the contrast between expressive display and neutral utility create the premium tension.
04 / VOICE
Talk like the friend with great taste, never the gatekeeper.
Knowing, not superior
Share context generously. Avoid insider language that makes people feel outside the room.
Direct, not hyped
Short sentences. Specific observations. Let the artist and the work create the excitement.
Warm, not soft
Celebrate ambition and craft while keeping a clear editorial point of view.
05 / CONTENT SYSTEM
Four reasons to return.
- Watch Live sessions, interviews, premieres
- Discover Curated music and social finds
- Learn Weekly industry intelligence
- Belong Events, community, limited objects