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Case study · Branding

Broken Melody Records

A record shop identity built around a dog who thinks 45s are frisbees.

The Broken Melody Records storefront window in Urbana, Ohio, with the logo, tagline, and store hours in white vinyl and a row of 45s along the sill

The brief

Broken Melody Records sells vinyl in downtown Urbana, Ohio. The shop needed an identity with as much personality as its crates: a logo, a tagline, and a face people would remember. Studio Roo drew the whole system by hand, from the record-burst logomark and script wordmark to the store hours lettered on the front glass.

The face turned out to be a spaniel. He leaps across the shop's window, interior walls, and merch, chasing 45s like frisbees and drooling the whole way. That drool became the tagline: vinyl worth drooling over. One drawn character carries the brand from the front door to the tote bags, and every piece of it started as an illustration.

The identity

Selected pieces

The spaniel mascot painted on an interior wall, leaping to catch a vinyl record above a rack of shop tees and totes
Interior graphics
A second mascot graphic near the baseboard, the spaniel pawing at a record between the shop's crates and speakers
Mascot detail
A page from the brand set showing the script tagline Vinyl worth drooling over above the illustrated spaniel chasing a record
Tagline lockup
One drooling spaniel carries the whole brand, from the front window to the tote bags.
Broken Melody Records, Urbana, Ohio

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