A kinetic identity for a music event that dances to the beat: velvele unveils its brand for Cray — The Brand Identity – Home of the Greatest in Graphic & Brand Design

Based in Türkiye, Cray is a dynamic electronic music brand that creates transformative experiences through curated events. At its core, the brand celebrates the fusion of global trends with underground culture, emphasising freedom, connection, and the vibrant pulse of the electronic music scene.

“We wanted to capture the raw energy, freedom, and connection that Cray embodies,” says Çağıl Aygen, Creative Director of velvele, who took charge of creating the event’s brand identity. “Staying current with global design movements is something we deeply care about, so we made sure to blend contemporary trends with the spirit of the underground scene.”

The team created a series of dynamic, surreal portraits to capture the transformative power of music, and warped them with a smearing effect to “add a layer of unpredictability, reflecting how music creates spontaneous, unforgettable connections.” The colours themselves were picked to evoke energy and excitement, standing out in both digital and physical environments while striking a balance between contemporary trends and an underground edge.

To complement and contrast the visuals, the Milan-based studio opted to work with one typeface – Exposure by 205TF. This variable font, designed by Federico Parra Barrios, was the perfect pick for creating a kinetic logo that gave the team plenty of flexibility while maintaining a cohesive look throughout the identity. “Exposure offers a distinct approach to typography by utilising an axis of variation that mimics changes in light exposure. As the variation axis shifts from -100 to +100, the typeface appears to either darken and deform or lighten and fade out, giving it a dynamic and experimental quality,” says Aygen. “This made it perfect for Cray, where we wanted the typeface to feel as if it was in constant flux, just like a live music experience.”

Cray’s kinetic logo – morphing and growing with an ink-bleed effect – captures the rhythm of music, a visual dance and evolution. “The idea was to create something more than a static logo – something that interacts with the energy of the music itself,” explains Aygen. “Kinetic typography helps bridge the gap between sound and visuals, making the brand feel more alive and engaging. By introducing motion, we aimed to immerse Cray’s audience in a complete sensory experience, syncing with the beat of the music to amplify its impact,” he concludes.