Project synopsis
Abbey Road Masters is a new production music label from the renowned Abbey Road Studios. Polytechnic was commissioned to develop a comprehensive identity system including album artwork, promotional print, digital assets and brand merchandise. 

The project drew on the rich graphic heritage of library music and resolved in a flexible identity framework with a clean, contemporary feel. The high contrast Beatrice Display forms the basis of a systematic typographic approach to the album artworks. The result is cover art as complementary to contemporary pop as it is to a free jazz or minimal orchestral record. A palette of unusual mid-tones further defines the label while visually distinguishing individual albums within the expanding catalogue.

Images (from top to bottom)
The Fantasy Orchestra ARX001 and Indie-rock Noir ARX002 (detail); Beatrice Display and GT America Mono – project typefaces; A2 launch poster series (detail); The Fantasy Orchestra ARX001; Indie-rock Noir ARX002; A2 launch poster series (detail); Launch event screenprinted tote bags; Alternative pop voices ARX004 and Indie-rock Noir ARX002 (detail); Contemporary Score ARX005; Cinematic Piano ARX003; A2 launch poster series (detail); Contemporary Score ARX005; Indie Soundtrack ARX006