Overview
Analogon takes the concept of a traditional audio store to the next level by incorporating a lounge business model. Customers can enjoy a range of premium liquors and cocktails while experiencing the latest and greatest in audio technology. It offers a platform for audio enthusiasts to come together and build a strong community, regardless of their level of expertise.

This unique approach creates a relaxed and comfortable atmosphere where customers can fully immerse themselves in the audio products they are interested in. The combination of high-quality audio products and a lounge experience creates a one-of-a-kind destination for audiophiles to gather, socialize, and enjoy their passion for music and sound. Whether customers are looking to purchase vinyl records, audio equipment or simply want to enjoy a night out with friends, Analogon provides an unparalleled experience that is sure to impress.

To help Analogon capture the essence of its distinctive approach, Mutiny’s scope is to provide consultancy services for the brand’s strategy and naming as well as to transform them into a coherent brand identity.

Etymology
The name is derived from the German word for analog signal, which pays homage to Germany’s legacy as the birthplace of many renowned audio brands like Sennheiser and Beyerdynamic.

Analogon in Sartre’s philosophy signifies the mental perception that is necessary for the process of imagination to occur. This is similar to the immersive feeling one experiences while listening to music, which triggers the formation of images and emotions in the brain.

As a result, Analogon embodies two archetypes: Everyman and Jester. Together with the brand essence “for audiophiles by audiophiles”, it is undoubtedly that this is a trustworthy gathering hall that offers both space and expertise for audiophiles to achieve that sophisticated state of mind together.

Gravity & Magnetism
Magnetism is the fundamental mechanism that power audio products. When electric signals hit the magnet, it creates a magnetic field that causes sound vibrations – which is essentially the sound we hear. Therefore, it’s crucial to embed this knowledge into the concept of Analogon, which serves as a gathering hall for audiophiles.

However, gravity and magnetism are often confused as being the same thing. While gravity affects all living beings, magnetism is a conditional attraction that only occurs between opposite poles of different objects through their magnetic fields.

Analogon is the embracement of both, on one hand, the place is where audiophiles can gather and enjoy their passion for music listening, similar to how magnetism works. On the other hand, it is also a place that welcomes everyone, just like gravity does, people can simply come here to hang out with their friends and have a brand new experience.

The concept of Gravity & Magnetism is the hybrid visualization of the unique properties of gravity and magnetism into the brand identity to convey the connection between knowledge and experience, the harmony between classic and contemporary, and the equality between newcomer and audio enthusiasts.

Logo & visual identity system

The logomark design process is a reimagination of what Analogon is all about. It starts with the magnetic field as the essence of the mechanism of audio products such as speakers or turntables. When it transforms into the vinyl record, which is the representation of the passion for music, the spiral groove on the surface now becomes the embodiment of gravity, attracting everything around it exactly like how Analogon functions.

Analogon’s logotype is mostly in lowercase to emphasize the community aspect, where every customer is equal. The letter G is specially used in uppercase as the denotation of gravitational constant, highlighting the importance of Gravity in a location dominated by Magnetism.

The master layout for both physical and digital applications features different cropped angles of the logo shape in multiple dimensions to illustrate how dynamic the logo can be.

Analogon has a visual identity system that is inspired by the repel and attract mechanism of magnetism. The informative applications, such as business cards, are designed with repel in mind, while decorative ones are designed with attract. Together with the master layout and sub-logos system, there are limitless possibilities for combining different elements.