Brand Identity: Alibi Records by Polar, Ltda.

Polar, Ltda. created a dynamic brand identity for Alibi Records, an independent record label established in the western zone of Rio de Janeiro.

Motown Heritage Meets Contemporary Brazilian Rap

Rooted in the neighborhood of Campo Grande in Rio de Janeiro, Alibi Records represents a dedicated creative platform for the Brazilian rap movement. Rather than leaning on predictable urban tropes, Brazilian design studio Polar, Ltda. anchored the label in the pre-rap era, drawing direct visual inspiration from the mid-century Motown music scene in the United States. This historical lineage provides an authentic graphic foundation that bridges analog music heritage with modern hip-hop culture.

Modular Vinyl Emblems and Graphic Architecture

The core visual strategy revolves around classic vinyl record labels, reimagined through contemporary typographic contrast and systematic rigor. The custom wordmark features a distinctive curved ascender on the initial letterform, engineered to adapt across multiple levels of complexity. A set of four semi-circular geometric emblems forms the foundation of the identity system, referencing acoustic micro-grooves, radiating sound dispersion rays, concentric labyrinth arches, and horizontal frequency scanlines. These emblems function interchangeably across physical pressings, digital streaming releases, and promotional collateral.

Physical Collateral and Digital Roster Architecture

Materiality plays a central role throughout the identity suite. The 45 RPM vinyl record acts as the primary physical proof, featuring porous paper center labels stamped with authentic pressing telemetry including stereo indicators, catalog codes, and side demarcations. Uncoated business cards and stationery envelopes carry the Campo Grande studio address, sealed with transparent gloss emblem stickers. The system extends into apparel through crisp screenprinted cotton tees bearing the label manifesto, alongside digital mobile interfaces that frame artist rosters—including Rincon Sapiência, Baco Exu do Blues, Emicida, Rashid, and Karol Conká—against bold terracotta red and black fields.

For more work from the studio, explore the Alibi Records case study by Polar, Ltda. on Behance.