Virgin Live (Dainty Group & Virgin Group)

Identity, Visual language
agency_Generation Alliance
Virgin Live logo, white lettering with a red V, on black
Nine variations of the Virgin Live mark in cut-out lettering styles
Virgin Live website on a desktop monitor reading Colour with the chaos of trouble
Virgin Live brand guideline spreads in black, red and white

Virgin Live is a new global promotion venture between Dainty Group and Richard Branson’s Virgin Group. The new venture aims to “shake up live touring by putting the fan’s experience right at the heart of every show they promote.”

Branson states “In the future, Virgin Live plans to make a real difference to how fans experience, interact and enjoy live events – Virgin Live gigs will be truly people driven.”

The project involved developing a brand identity for the venture, to support its launch and promotion of the Rolling Stones 50th Anniversary Tour.

To embrace the eclectic nature of music, the identity is a constantly changing mark which reflects the personality, style and context of the music it represents. The iconic Virgin ‘V’ acts as the unifying element across all the variations, creating a strong but flexible identity.