Stockholm Design Lab developed the brand identity for Arketyp, a music group that gathers several record labels, a recording studio, a record store (Stockholm's best), a publishing house and more. As pioneers in their field, they look for what others overlook, the sounds and ideas and visions waiting to be revealed. The identity is built to carry that instinct.

Seeing the unseen is the organizing idea. The work is about uncovering expressions that usually go unnoticed, embracing fresh perspectives and challenging convention while keeping a steady focus on longevity and quality. A roster that runs from Viagra Boys to Anna von Hausswolff to Dungen to Yung Lean stands as proof of the approach.

One mark crystallizes it. The rotated A becomes a wide-open eye, a constant gaze toward what lies ahead. It turns the concept into a single form, finding the future in the present and turning what's hidden into what's heard.