Spotify 2020+ Design System
With the ambition to unify Spotify’s global marketing work, we created a directional design system containing three different articulations of the brand. The directions called Focused, Playful and Editorial each expresses the brand in a unique way, and can be used appropriately.
The toolkit, a 300+ page document, displays a detailed view on how to use the directions in a number of applications ranging from ATL, animation, social, interactive, banners, partnerships and more. Since launching in 2020, the design system is used globally.
![](https://freight.cargo.site/t/original/i/d498158a025c668769f77613eea296de1ec8d3c09808c1330d67da631b23822d/01_2020.jpg)
![](https://freight.cargo.site/t/original/i/2367521fa8255d41682602313aaeccccccad7d40b73c4233f9152493142d4cd9/02_2020.jpg)
![](https://freight.cargo.site/t/original/i/a6020d47bac993bc22140bfda2344ac5387825f3e034227db57300a130a5b77d/00_layout_3.jpg)
![](https://freight.cargo.site/t/original/i/350db2810a608b6a25d9c64e7e115ecdd9d967c2c46593664b8eaf15d78949f5/03_2020.jpg)
![](https://freight.cargo.site/t/original/i/a8cd8479e029f2168be6e609a5570dd40688b75b86c03c2627da11d31d670442/04_2020.jpg)
![](https://freight.cargo.site/t/original/i/59b36d4b255cc866c0788a01a0e3b6c2987677491d7cb3475b10306b7acdbf80/06_2020.jpg)
![](https://freight.cargo.site/t/original/i/721a93325a12782feb0f4bfd2677860893a5170de3605cafa2ba0290ca3a1991/07_2020.jpg)
![](https://freight.cargo.site/t/original/i/91b24a9b9333760284923e48bac6aff4680d58194bc446d1ea9f21e5e86a6fef/05_2020.jpg)
![](https://freight.cargo.site/t/original/i/35061b01d0ea1b696ccdae46eff4dd3288a473ec9da2eb6f930e5cd651215fa9/08_2020.jpg)
![](https://freight.cargo.site/t/original/i/038cf893f2c782e08e2e3e019d863f4d3e07b6f5b9a024acea317b75046df493/10_2020.jpg)
![](https://freight.cargo.site/t/original/i/5ee58380e1879a09c50d8186e37ad22e0caeb539bc4a11623b97048ed22b37fe/09_2020.jpg)
![](https://freight.cargo.site/t/original/i/b47bfff78a5ef2d771e9103467fc7e667aa7c7aad0a9cdc98c25d43e2ee1bc61/11_2020.jpg)
![](https://freight.cargo.site/t/original/i/ed75ee5d390d16ee6414483ae174bf9661947622ebe045043235087d9a54ca9d/banners_01.jpg)
![](https://freight.cargo.site/t/original/i/8054d6149942cbf6496baa7741a50aeb8828c47f774c0a4198f7919633fa668f/Spotify_Masterbrand_Focused_16x9_Campaign_DOOH_01_A.gif)
![](https://freight.cargo.site/t/original/i/00adfa22ea1deec44985f34d0076bafec7496d03c467340ab3967c508b7eef06/Spotify_Masterbrand_Focused_16x9_Campaign_DOOH_01_C.gif)
![](https://freight.cargo.site/t/original/i/17f35ed13841354462beed2bf2c9f3ce5230c68ecd2e8e3a33a2e315e2b3f617/Spotify_Masterbrand_Focused_16x9_Campaign_DOOH_01_D.gif)
![](https://freight.cargo.site/t/original/i/60b9ce3b6a105a45eb0ef31a343691f561a00986b2c4f1ca6bf495e1a3da7d71/Spotify_Masterbrand_Focused_16x9_Campaign_DOOH_01_B.gif)
![](https://freight.cargo.site/t/original/i/d6d484f867c5b87c33f80f78058966204190a5c77c05e8e07a955cf8d223d39e/12_2020.jpg)
![](https://freight.cargo.site/t/original/i/609b6e9f91c351ba57accd9ff4ddd0b3ea8ffa01064c884ecd04d8bacaed2ef4/13_2020.jpg)
![](https://freight.cargo.site/t/original/i/eb493779fa9083d0a1770fc23b5ffd5f6e6927a68198d1cdb32300d124d4e3d9/14_2020.jpg)
![](https://freight.cargo.site/t/original/i/a7bd103474f7b30f99d8e953d902a004654cdf80af50e3de0ad8adf31c2340f6/15_2020.jpg)
![](https://freight.cargo.site/t/original/i/3e50417b11343b886967450249056620cd4a02f36ce7a70b8fff45379450f729/17_2020.jpg)
![](https://freight.cargo.site/t/original/i/48f2f700bcc1d0f74de3cbbfa273cd2dbb78d7686310ed5265e70b7ab8445bcb/banners_02.jpg)
![](https://freight.cargo.site/t/original/i/44bd9645e77a581b2cba8be2a0b5beacff423fcb7e13d1c306f795524332a318/Spotify_Masterbrand_Playful_16x9_Campaign_DOOH_01_A.gif)
![](https://freight.cargo.site/t/original/i/5668db2d4a964352dc3c090dc93793142fc17d4272f7ad2539597e11bd8016bd/Spotify_Masterbrand_Playful_16x9_Campaign_DOOH_01_B.gif)
![](https://freight.cargo.site/t/original/i/a4475fcfa480bd2815bc8e2327b2875bf51e790f3b995fa189941ff4fa30400f/18_2020.jpg)
![](https://freight.cargo.site/t/original/i/f18e78d922b13ff4c728fe8b6211edccc8973391a1a1e50ae238a32a8fada856/19_2020.jpg)
![](https://freight.cargo.site/t/original/i/29a29d911acd2e1cf8d81d021e5dc26271e3dd38dab79495b06ef5e387b0a3f6/20_2020.jpg)
![](https://freight.cargo.site/t/original/i/e6cdf45af43addb8db68b378f65312609c309c7a295f0c4d355e446841b37a5e/21_2020.jpg)
![](https://freight.cargo.site/t/original/i/e0903b1ff305d33beaacbd8437086d942134c8f1c554d833e6d611a2d32d4bde/22_2020.jpg)
![](https://freight.cargo.site/t/original/i/f2d913c653ff18d278def3bef142449c7868a07a1955a34d536490b2bd0f3cce/23_2020.jpg)
![](https://freight.cargo.site/t/original/i/b699298c6986cf70f0157a4a9e36c95f1220b6f7f56f04e32d2d3aa168c51493/24_2020.jpg)
![](https://freight.cargo.site/t/original/i/d0c6e779e03416c55e6186cbb3b8447a87d4cd5927440c6295fef72b386831d1/Spotify_Masterbrand_editorial_16x9_Campaign_DOOH_01_A.gif)
![](https://freight.cargo.site/t/original/i/3008212d9598d298d0f8b0789b2493c1234a9d3ea169d4dd35d2643ef6e9774b/Spotify_Masterbrand_editorial_16x9_Campaign_DOOH_01_B.gif)
Credits
Client: Spotify
Agency: Spotify In-House
Role: Direction & Design
Design Team: Rasmus Wangelin, Erik Herrström, Angeline Toh, Andreas Lindahl, Will Oswin
Motion Design: Hornet
Collabrators: Christine Andren, Payman Kassaie, Candice Greenberg, Neal Gorevic, Zach Pentel, Alexander Bodman, Alexandra Tanguay, Lauren Solomon.