BRAND IDENTITY | LOGO DESIGN | EVENT BRANDING
Created for Soul Train, one of Sweden’s longest-running music event concepts. The visual identity was designed to capture the energy, community and vibrant nightlife culture that defines the brand.
BRAND APPLICATIONS
IDENTITY COLOR SYSTEM
EVENT CONCEPT IDENTITY
A unified visual system was created to clearly distinguish Soul Train’s four recurring event concepts while preserving a consistent brand identity. Each concept was assigned its own color palette, messaging and visual style, creating distinct experiences under one recognizable brand.
A PART OF THE SOUL TRAIN JOURNEY
Original Soul Train logo
Soul Train was founded in Stockholm in 2009 by Anders Müller. The original logo, shown here, predates my work with the brand and is still in use today.
Me & Anders – In The Park
With Anders Müller at Soul Train “In The Park” at Skansen, Stockholm, where I also performed as a DJ.
Anders personal logo
Personal logo created for Soul Train founder Anders Müller.
First ST logo
An early version of the new ST identity, featuring the original “Music, Dance, Happy, Life” slogan.
Me & Martin – Malmö
As resident DJ at Soul Train Malmö with photographer Martin Martinsson.
Final ST logo
The final ST logo featuring the “You Never Dance Alone” slogan, now frequently used by Soul Train.
BRAND IMPACT
Since launching in Stockholm in 2009, Soul Train has grown into one of Sweden’s most recognized music event concepts, bringing its vibrant nightlife experience to audiences across the country.
