Florence and the Machine apart from being my all time favorite artist is the only performer I can really understand brand identity with.
It starts with her eccentric style which outlines her as being different and individual. Florence Welch automatically stands out from the crowd with her continuous array of amazing outfits and dazzling hair.
So after the public had established that Florence Welch was quirky and different she then reflected her amazing personality in her work. For instance songs like 'Dog Days Are Over' and 'Howl'. Instantly creating a brand identity.
http://www.songlyrics.com/florence-and-the-machine/howl-lyrics/
http://www.songlyrics.com/florence-and-the-machine/dog-days-are-over-lyrics/
A brand identity was created, that easily. Florence then went on to enhance this brand identity by duplicating her eccentric, individual style within her videos. I personally think 'Dog Days Are Over' and 'Rabbit Heart' really show the real Florence and how she was in the beginning, raw talent with no need for fancy effects, just a voice and a harp. This is a very interesting aspect to look at for me as I believe in a few of her last videos Florence became much more commercial and main stream which in my opinion betrayed her original brand identity. An example of this is when she re-released her 'Dog Days Are Over' video from 2008 in 2010 with a much more edited, full of effects video.
2008 Version
http://www.youtube.com/watch?v=PGrx6etMl0w
2010 Version
http://www.muzu.tv/gb/florencethemachine/dog-days-are-over-music-video/614170/
Although she kept her quirkiness about her throughout I feel she may have over done it. But thankfully in her most recent video release, 'What The Water Gave Me', although taking a mixture of performance and narrative styles on, it looked like a development in her brand identity, maybe a more mature version of what she already had.
http://www.muzu.tv/gb/florencethemachine/what-the-water-gave-me-music-video/1055212/
The album artwork for the Lungs album was very effective and really followed on from this individual style of Florence's I keep going on about. The forestry on the cover reflects both the 'Dog Days' and 'Rabbit Heart' videos as both were set in woodlands with splashes of colour present. Her clothing is of that similar to what she wears at gigs, on videos pretty much everywhere. It's flowing, unusual and eye catching, yet again prolonging her flamboyant brand identity.
The reverse of the 'Lungs' album shows labelled lungs with the song titles being numbered along with parts of the lung, conveying that each song is a part of the lung.
Florence and the Machines official website also hugely reflected her first album and the brand identity that came with that.
http://florenceandthemachine.net/index
The logos, the sound effects of the lungs breathing, the automated videos, every little detail linked to not just her album but her individuality and uniqueness. Merchandise sold on the site did the same. Looking at her website now there is links and merchandise for her second album 'Ceremonials' which is due to be released at the end of October. This is now merging her more mature, sophisticated brand identity of her second album in with her past brand identity. There is also an updated official site based around the second album. http://florenceandthemachine.net/
Overall Florence and the Machine created an individual, amazing brand identity that no one else could and they have linked their brand identity from Florence herself, to her music, to her videos, to her fashion, to her web pages, to her interviews, to her album artwork and right down to her microphone stand.
Coldplay
Coldplay have also show cohesion between their latest album, their website and their latest video release. Below is a link to their ‘Every Teardrop is a Waterfall’ video.
The video uses bright colours against a dull location which really makes them stand out. Also the words that are written on the walls are made to look like they are sketched/handwritten giving the video a street, upbeat and lively look. This ties in well with the official website. Below is the link.
As you can see the website and the video link really well keeping the street,urban and graffiti/handwritten styles up. The sub headings and links on the site are all in a handwritten style and also rather fluorescent and interesting.This really shows a good cohesion between the the video and website. Below is the link to the upcoming album.
As you can see, the front cover of the album 'Mylo Xyloto' continues the same themes/house styles as the 'Every teardrop is a waterfall' video and the official coldplay video. The front cover is bright and covered in graffiti and the back cover showing the letters 'M' and 'X' with the graffiti design inside them, almost like you are peering in and looking at the graffiti inside.
The video, website and album cover all link with a continuous brand identity showing the audience what this album is about. It gives the impression of a fun, lively and loud album.
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