New Cultural Phenomena. MTS Label

In 2023 MTS launched its label. Its mission is to discover new cultural phenomena, let young artists express themselves, and broaden the audience's music spectrum. The artist and their unique creative statement always come first here, whereas MTS Label creates an environment where musicians can boldly express themselves.

The key theme of the concept is the vinyl record. We have achieved a sense of visual purity thanks to the simple geometry and versatility of the disc: the circle with a dot in the centre has become an image for the brand symbol and, thanks to its plasticity, has preserved the continuity of the style of MTS Ecosystem logotypes.

The identity reflects the artist-centricity of the label. Its flexibility, variability and a simple style toolkit –– reflect the visual diversity of the free and distinctive content of the label's artists.

The colour code has been chosen carefully –– to allow significant flexibility in the brand's communication and to fit the creative identity of each artist.

The design of the creative visuals continues the free-spirited aesthetic of vinyl, incorporating experimental combinations of illustrations and typography, as well as additional spatial and dynamic solutions. Meanwhile, the motion rules of the identity literally quote the behaviour of vinyl records.

The well-defined shape of the vinyl record acts as a cohesive element to bring together artists' diverse and unique music covers. In some cases, we use rectangular shapes, thus alluding to the characteristic attributes of vinyl: the envelope or box.

We have also designed brand merchandise items. They are quite simple yet energetic and vibrant.

Our goal was to find atypical solutions to complement the classic ones. So, among the branded objects, MTS Label got a carpet and an inflatable mattress for the swimming pool –– the shape of the items resembles a vinyl record.