MercuryKX - Limited Edition Design

Mercury KX
Record Label Identity

Brand identity

Creative Direction

Digital

Marketing

Mercury KX (MKX) is a modern classical, electronic, and avant-garde music record label founded in 2016. The London-based label is part of Universal Music Group. Artists signed to the label have included Ólafur Arnalds, Anoushka Shankar, Guy Sigsworth, Jonny Greenwood, Keaton Henson, Luke Howard, Sebastian Plano, and Lambert.

We originally designed the logo at the label’s inception, creating a symmetrical and iconic mark formed from the letters M, K, and X. The mark was part of a “Runes” concept, which was then used to create bespoke icons for each new artist. We recently expanded the identity using the criss-cross grid as the foundation for graphic devices, as well as the basis for a bespoke typeface.

More Information

The unique letterforms mirror the avant-garde nature of the music, embracing small nuances of the grid, with the flexibility of wide and narrow letterforms and multiple glyphs.

Our headline font is paired with Bennet Display and Univers, allowing for clean layouts with maximum flexibility—making typography an ownable part of the visual identity. Image frames take on rounded corners to soften the overall styling, still influenced by the base grid, but paired with a lighter and more natural colour palette.