Case Study: Official Charts achieves a bold, Gen-Z-ready brand refresh with Electric Mustard

Official Charts refreshes a 70-year legacy with Electric Mustard

Official Charts, the UK's official music chart provider, approached vendor Electric Mustard with the challenge of relaunching its brand to appeal to a Gen Z audience. The goal was to create a contemporary, youthful identity that balanced quality and trust without feeling outdated, while also eliminating disjointedness across its various digital and physical touchpoints.

Electric Mustard redesigned the logo, sharpening its iconic arrows to create a symbolic "window into the charts." The solution included a bold geometric typeface, a bright digital color palette, and dynamic brand stickers to add character and movement. This created a cohesive and instantly recognizable brand identity across all platforms, successfully modernizing the heritage of Official Charts for a new generation while maintaining its nostalgic appeal for an older audience.

Official Charts