With over 10 million paid subscribers, Deezer needed a new identity to break through in a fiercely competitive industry and deliver its world class music experience to more users. Inspired by the brand idea, Where Music Comes Alive, the Deezer design system is built upon the ‘beating heart’ logo, transitioning between a human, heartbeat state and a musical, rhythmic state. The beats of this dynamic heart inform the rest of the system: from patterns and container shapes, to UI and iconography. The system is rounded out with the custom variable typeface Deezer SANS and a robust editorial system.
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