Ministry of Sound Hed Kandi Rebrand

We rebranded one of house music’s most iconic labels, evolving Hed Kandi’s famous identity to connect with a new generation.

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"Human After All's approach was diligent, respectful and most of all, imaginative. They gave Hed Kandi the much-needed update we’d been searching for."

Vinny K-Maddage, Head of Design
Ministry of Sound

The Challenge

  • Two decades after the 'Hed Kandi Girl' was born, Hed Kandi needed to evolve its branding to connect with a new generation of house music fans.
  • The current branding lacked flexibility across mediums, resulting in a limited and repetitive visual language.
  • The brand remained anchored by the ‘Hed Kandi Girl’, an iconic symbol that no longer felt as relevant to modern sensibilities.

The Solution

  • We began by establishing an intimate understanding of Hed Kandi’s brand promise, audience and values.
  • We rebranded Hed Kandi by developing a new core brand language that codifies its unique world of escapism, pleasure and house music.
  • A new logo - flexible for digital and social - spoke to an evolved Hed Kandi identity without alienating its existing audience.
  • A new brand typeface (‘Kandopia’), a new graphic mark (‘the glint’) and patterns for Hed Kandi's new website and other assets.
  • A suite of assets for Hed Kandi's new website build by web agency Animade (photo treatments, icons, backdrop, copy) plus full brand guidelines.
  • Finally, we developed a new artwork system for HK Records, inspired by house music beats, expressive patterns evoking sound-layers and a colour scheme based on Newton's colour music theory.
  • We provided the HK team with a suite of assets and comprehensive style guide, which enabled them to work up in-house all the promotional assets they would need, from compilation covers, to event artwork and beyond!

The Results

  • Being an established brand, we needed to refresh Hed Kandi in a way that evolved the brand while staying loyal to its heritage. However, Head of Design at Ministry of Sound Vinny K-Maddage said: "Human After All seemed like the perfect choice and we certainly weren’t let down in that respect."
  • He continued: "Laying down the foundations from which we could go on and produce amazing creative, Human After All gave Hed Kandi the much-needed, contemporary update we’d been searching for.”
  • Featured in the Creative Review blog.

Hed Kandi rebrand by Human After All

Hed Kandi rebrand - Glint graphic mark by Human After All

Hed Kandi rebrand - H K lettermark by Human After All

Hed Kandi rebrand - logo by Human After All

Hed Kandi rebrand - old and new logo comparison by Human After All

Hed Kandi rebrand - curves pattern by Human After All

Hed Kandi rebrand - glint pattern by Human After All

Hed Kandi rebrand - waves pattern by Human After All

Hed Kandi rebrand - lines pattern by Human After All

Hed Kandi rebrand - Kandopia typeface by Human After All

Hed Kandi rebrand - Kandopia typeface abc by Human After All

Hed Kandi rebrand - Kandopia Regular typeface by Human After All

Hed Kandi rebrand - Kandopia Bold typeface by Human After All

Hed Kandi rebrand - Kandopia typeface Miami by Human After All

Hed Kandi rebrand - Kandopia typeface "Beach House" by Human After All

Hed Kandi rebrand - Kandopia typeface Tropical by Human After All

Hed Kandi rebrand pattern by Human After All

Do you have a project we can help with? danny@humanafterall.co.uk