Various geometric shapes and a mix of type combined with outlines are a appoach to create a very own flexible visual identity for OVO Sound, a well known Canadian record label founded by Aubrey Graham, Noah Shebib and Oliver El-Khatib.
Three paradigmatic mixtape covers of Drake, PartyNextDoor and Majod Jordan show how the visual elements can be used to achieve a consistent but also varied look for the label's appearance. Images and logos are redeced into the background to place greater value on artists and their work.
To not lose versatility the identity is not restricted to a predetermined layout and combination of colours or materials. Therefore covers and posters as well as promotional material can change but still keep a sufficient recognition value of the brand.