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FOUR LETTER
WORD RECORDS
BRANDING & IDENTITY | CASE STUDY
Four Letter Word Records focuses on elevating queer and POC voices in the punk scene. Punk can mean anything to anyone and punk is for everyone.
Despite its important message, the punk movement was criticized for its lack of representation, with many feeling like only white, middle-class artists had a prominent voice in the genre. Many labels today still lack a diverse lineup of artists, and this label seeks to break that pattern by focusing on promoting queer and POC artists in the genre who might otherwise be overlooked.
The identity is built on the defining characteristics of the punk sub-culture, which emphasizes values such as non-conformity, individual expression, and DIY. The visuals primarily draw from riot grrl aesthetics, a subculture of punk music that combined the politics of the original movement with feminism. It became known for its "zines", often using collage elements, profanity, jarring illustrations, and other "unsettling" things to convey political and activist messages.
COLLATERAL
Vinyl record label sticker
Zine
Branding System
Key takeaways from a visual audit of the riot grrrl movement:
- bright colors, black
- unconventional branding (naming, imagery, phrasing)
- emphasis on community/local scene
- candid/casual/relatable verbiage
- D. I. Y., handmade, distressed
Tone: rebellious, subversive, intersectional, strong, powerful, resistance
Language: Using obscene/shocking language is common in this subculture. Another common characteristic is using long-winded or straight-forward descriptions and clever wordplay. Many labels in this genre have a very interesting artist name line up. Some also use unconventional naming tactics like special characters.
Ex: Fueled by Ramen artist Meet Me @ The Altar
Ex: Matador Records artist Destroy Boys’ lead single, “I Threw Glass at My Friend’s Eyes and Now I’m on Probation”
Target Audience: Young adults and adults who are interested in music, alternative subculture, and intersectionality. They value authenticity and align with punk ideals like self-expression and non-conformity.