In early 2015, residents of five more countries in Europe also had a chance to join the project. Norwegian company Aspiro, which branched off from the music streaming service WiMP, introduced Tidal in the United Kingdom, the United States, and Canada in the fall of 2014. According to the brand, it offers music artists and songwriters higher royalties than any other competing music streaming platform. It is a subscription-based service and provides two types of subscription: Tidal Premium and Tidal HiFi. In addition to music, it offers podcasts and videos. Tidal, which has been known as Jay-Z’s streaming service, has been often criticized for its high cost. If you compare the emblem and the wordmark searching for some kind of visual rhyme, you’ll hardly reach your aim. The Tidal logo may seem simple, yet it can’t be called minimalist. According to the brand, the number of tracks available exceeds 70 million, and there are also more than 250 thousand music videos. Today, the brand belongs to Project Panther Bidco. It is based on the Montserrat city signage and is identical to Keep Calm apart from minor differences in detail.Tidal is a music, podcast and video streaming service. In 2000, a British store owner found a copy of the poster, after which the typographers paid attention to the style of the lettering and came up with the Keep Calm typeface. It is taken from a 1939 propaganda poster. The font used by the logo creators is very similar to Keep Calm. The drawing supplemented the name of the multimedia service and became its first and last emblem. They placed one black rhombus in the middle and three more of the same at the bottom, right, and left. But this is not a collection of random shapes, but the letter “T.” At least that’s how the designers saw her. One of the main elements of the Tidal brand name is the geometric pattern shown above. This design was invented under the guidance of the technology firm Aspiro. It still looks the same as it did in 2014: simple black lettering with a diamond pattern. But this did not affect the logo in any way. In 2017, telecommunications company Sprint acquired a third of Tidal. Also, the rapper has partnered with MQA to produce high-quality HiFi recordings. He just slightly expanded the service’s functionality: he added the ability to pay for music downloads and purchase CDs. Jay-Z achieved all this without changing the brand identity. Under his management, the multimedia service took third place in the ranking of the largest streaming broadcasters. After a profitable acquisition, the musician focused not on the outside of the business but the inside.
For the same purpose, he bought Aspiro and its Tidal brand. The producer and rapper from New York have led many projects aimed at gaining fame and profit. Shawn Corey Carter, known under the pseudonym Jay-Z, became the main head of the Internet service. She was known in Europe and North America. She was popular far beyond the borders of Norway, her geographical homeland. The new owner decided not to redesign and left everything because, by that time, the music service had already gained worldwide fame. Such a global shift, oddly enough, did not reflect at all on the Tidal logo.
The online service appeared in the second half of 2014, and at the beginning of 2015, Project Panther Bidco Ltd., along with its parent company Aspiro, took over.
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