SoundCloud Rebrand

SoundCloud Rebrand; Identity & Motion Design

This rebrand brings SoundCloud back to its roots as the home of underground music discovery—drawing inspiration from 1970s KROQ, a station known for championing unheard artists. It positions SoundCloud as the place for risk-takers, genre-benders, and emerging musicians seeking inspiration beyond the mainstream.

At the center is the Genre Lab: an interactive space on the website and app where listeners and creators explore how genres overlap, blend, and evolve. It offers a global platform to discover new sounds, combinations, and boundary-pushing artists.

The identity features fluid, shape-shifting “S” forms reflecting different sounds, moods, and subgenres. The refined logo and bold graphic visuals capture SoundCloud’s raw, playful energy, including posters that act as a genre dictionary highlighting experimental music and unseen artists.