Published
October 18, 2024
My album of the moment (AOTMo) is ‘What’s Wrong With New York by the dare” [intentional lower-case t and d]. the dare is a New York producer, real name Harrison Patrick Smith, that hangs out with the likes of Charli XCX and produced her recent single with Billie Eilish.
It’s cheap, dirty, electro, synth, pop. Influenced by the 00s electroclash scene (LCD Soundsystem, The Rapture etc) and the 80s synthpop that influenced them (Human League, Depeche Mode etc).
Brand consultants like me will always bang on about a brand isn’t a logo, it isn’t the font choice, it isn’t the colours. It’s about the emotional connection you create with your audience (or some other similar big idea).
Of course, the dare has created a brand and its strikingly simple and therefor effective
Almost always dressed in black suit, white shirt, thin black tie and sunglasses like a skinny jeaned Blues Brother with an SH101 instead of a love of soul.
Below are some screen grabs of his Instagram feed. It’s mainly just black and white and Helvetica, one of the most commonly used fonts. But it exudes the cool, confident personality of the artist, creating the desired emotional connection because of it.
When refreshing your brand, don’t start from scratch. Use layout, imagery, and language to show personality. Keep it simple but get creative. Have fun!
You don’t need to wear sunglasses inside, but you can.
Enjoy your Quick PINT
See my review of What’s Wrong With New York by the dare here>> Listen to the album here>> Follow the dare on Instagram here>>
