Def Jam is a notorious record label credited for the birth of hip-hop and for producing some of the most successful artists in the industry; however, their current branding doesn’t reflect their success as a label. This rebrand pays homage to their beginnings and the era of ’80s and 90’s culture, particularly, turntables and graffiti to reflect the grittiness of the label’s hay days.

Each color of the brand represents their 3 main genres, with purple representing pop, orange as rap, and green as r&b. Since the label has produced so many successful artists within these genres, imagery of them covers the most identifiable part of their face, the eyes, with the idea that these artists have defined the music industry so much so that you don’t need to see their entire face.