DixonBaxis Roli rebrand is tactile, warm, and purposely non-tech [Video]

Designed to allow its user to explore and express their musical potential without boundaries – in a way more accessible than before – new brand Roli has set out to ‘Free the Music’ with the release of its five-key keyboards and accompanying software. The company is set on making the world a more musical place by encouraging everyone to find and express the music inside them, regardless of their profession, training or sensibilities. As such, they needed a unifying visual identity that could reflect Roli’s revolutionary intentions whilst encouraging audiences of all sorts to pick up the keys.

Turning to DixonBaxi, the LA- and London-based design studio has developed a comprehensive brand led by Roli’s strategic maxim as well as the physicality of its products. At its heart, Roli’s logomark epitomises its hero keyboards, made up of five lines to represent not only the five keys of the product but …