DIRTYBIRD 20TH ANNIVERSARY
___ Logo & Visual Identity
Twenty years gave Dirtybird plenty of history to celebrate. The challenge was doing it without turning the label into a retrospective of itself.
Founded in San Francisco by Claude VonStroke in 2005, Dirtybird built its place in electronic music through house, tech-house, humor and a culture that extended well beyond its releases into festivals, merchandise, visual art and the wider Bay Area creative scene. The anniversary arrived during a new chapter for the label. Now part of EMPIRE, Dirtybird needed a 20-year identity that could acknowledge its history without feeling disconnected from the brand it had become.
The system returned to a typeface originally created for Dirtybird in 2021, using an existing piece of its visual history as the foundation for the anniversary rather than introducing an unrelated language. At the center of the logotype, a double XX marks two decades. The same form became the basis for patterns and graphic compositions, allowing the anniversary device to move beyond the logo and work across communications, events and merchandise.
The identity became part of Dirtybird’s wider 20th-anniversary celebrations, including a sold-out Rooftop Radio event at SFMOMA’s sculpture garden in San Francisco, where music, live art and two decades of Dirtybird artwork came together inside the museum. Beyond the anniversary itself, the logotype continued across merchandise and apparel, including a collaboration with San Franpsycho rooted in the shared creative culture of the Bay Area.
Twenty years were treated as a continuation of Dirtybird rather than a reason to redesign its personality, giving the label an anniversary identity with enough recognition and flexibility to keep living beyond the celebration.
Brand: Dirtybird
Company: Empire Records
Industry: Music
Region: California, United States
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Dirtybird BBQ Music FestivalBrand & Visual Identity
STVZ Road Cycling TeamBrand & Visual Identity
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