To help understand the 1975’s brand identity and audiovisual evolution throughout their career, becoming familiar with their core aesthetics is imperative. Throughout their album releases, elements that have remained consistent appear as, monochromatic colour palettes, custom typography, and minimalistic aesthetic across all media. However , by implementing this system of flexible constants, they can achieve a “consistent” brand identity through development, maintaining familiar elements while adapting to artistic growth and a changing environment. 

Early within their career, the 1975 developed an array of visual motifs helping to create a consistently recognisable foundation for their brand identity, thus providing opportunity for much more development sonically. Their core aesthetic comes from their crafting of monochromatic palettes, often providing the backdrop for their custom-designed typography that evolves through the bands era’s while retaining its essence. Depending on which album, the artwork helps to establish a consistent framework, the subsequent advertisement, music videos, and public appearances maintain aesthetic alignment, creating a unified visual narrative that helps in upholding their artistic explorations – while maintaining immediate recognisability. 

Similarly, the 1975’s brand narrative is a “constant” too, a concoction of tasteful self-awareness, ironic commentary, and genuine emotional vulnerability has been evident throughout each differing era. Matty Healy describes how he “is a fan first, part of the culture before writing it” (‘BFIAFL’ Interview – Apple Music), comparing the creation of the band to journaling, a collection of twenty-three years of feelings, ideas, and events represented through the discography of this indie-pop band. This connection between him and the band means that their commentaries on modern society, climate activism, LGBTQ+ advocacy, and desire for social justice aren’t disingenuous pleas – but instead are Matty’s exact concerns. Their vulnerability speaks directly to a generation who lack connection and direction, balancing largely unrelatable ideas with relatable emotions. This helps in creating a vessel where intellectual discourse is exposed, to the masses, through the accessibility of pop music – maintaining their relevance within the culture whilst retaining their credibility as musicians. 

The majority of the 1975’s success is a product of their audiovisual branding elements, especially how they use their logo. Initially, the band curated a couple visual anchors, serving as signatures – the “box” logo as well as custom-designed serif typography – provide quick brand identification and recognition. Logos are important devices when trying to establish brand recognition, acting as visual cornerstones – helping audiences differentiate a brand within a heavily populated marketplace. However, “they can also be leveraged to communicate important brand messages and values” (Paget, 2017).

The most recognisable logo of the 1975’s being the famous “box” logo, debuted in their first studio album. The logo remained synonymous throughout their professional careers, its elegant simplicity reflecting the bands commitment to refined aesthetics – both sonically and visually – maintaining the alignment of the bands devotion to their ever developing discography of media. 

These visual anchors are imperative when trying to raise awareness (AIDA) surrounding a brand, it provides a unique and consistent visual identity, that is easily recognisable, catching the attention of familiar and unfamiliar audiences – building trust while expanding their fanbase. (Don’t Panic London, 2025)

The 1975 continue to maintain artistic coherence through their digital presence too, effectively developing interest by establishing a unified visual narrative – communicating their personality and effectively evoking specific feelings. Their website is aesthetically pleasing, a snapshot of Matty from their most recent album cover, provides a header, bluntly contrasted by the deep blue border. The monochromatic colour palette, in addition to the lack of information on the interface, help in creating a level of mature anonymity, mystery surrounds any relation to the band. This would effectively maintain the interest of an audience, triggering human curiosity and the innate desire for us to uncover what is unknown (Marum, 2025).

To further understand the way the 1975 utilise audiovisual branding elements to develop their brand identity – it’s imperative that we explore the artistry within their music videos. One of the clearest examples of how the 1975 use design, typography, colour, and imagery to strengthen their identity as a socially aware, modern, aesthetically driven band is through the music video, for their song, “Love It If We Made It”. Initially the video seems to reinforce the brands authenticity through the brand equity theory. Recognisable era-based visual anchors such as, a neon colour palette and their custom-serif typography, will provide familiar visual motifs to the consumer, which, through brand awareness, will help in developing a stronger more consistent relationship between them and their audience. The video later develops, becoming a montage of political, cultural, and social images – referencing racial and social injustice, climate crisis, police brutality, and political chaos. This collection of material evokes the audiences desire for clarity, hope, and peace through collective action – a protest song designed to play with the idea of revolution. Together, these audiovisual choices deepen emotional engagement, keeping their brand visually cohesive while developing their image as an emotionally vulnerable, socially aware, and politically driven beacon of hope for their audience. 

“Live shows and events are powerful tools for creating memorable experiences that resonate with your fans while reinforcing your brand identity” (Hollywood Vocal Studios Conservatory, 2025). To consider how the 1975’s live performances help in developing and upholding their brand identity, characteristics such as their use of LED screens, lighting, and performance art help in creating consistent brand recognition through a sense of continuity. Throughout their multitude of tours, their iconic LED rectangles have, often, provided the backdrop to their live performances. This level of consistency increases both their brand awareness and association. As by presenting the consumers with familiar constants, their mental connections to the 1975’s brand spark their engagement and loyalty to the band. These visual motifs are often paired with dynamic lighting – their use of neon colours, harsh whites, and deep hues shift with emotional tone, which help to evoke behaviours and feelings for the consumer. These screens function not just as wallpapers but as tools to develop the performances narrative, often displaying political statements and evoking imagery that extend the themes explored ›through the music.

Performance art also plays a pivotal role. Their live performance of “Sincerity is Scary”, at the Brits, is particularly provoking. It involves Matty performing on a treadmill, seeming to be strolling through the backdrop of an autumnal New York street. This idea, along with many of their others, add conceptual depth to their performances strengthening their identity as a progressive-pop band through impressive visual stunts. From a branding perspective, these live performances encourage action, which, using the AIDA model, prompts fans to attend shows, engage online, and purchase any available merchandise – proving imperative when developing their brand identity. 

Although important, audiovisual elements need to be relative to the written brand elements. Their slogans and taglines – often existential and ironic – are utilised to spark the attention and interest of audiences. Textual inserts on music videos, such as “The 1975” the intro to their album “Notes on a Conditional Form”, provoke the curiosity of the audience, politically charged messages help to invite engagement – distinguishing the 1975 within a heavily populated industry. Their ability to express their internal monologue through their lyric and textual aspects signal a level of social awareness and intellect, developing strong brand associations – a core component of the brand equity theory. 

The 1975’s online presence is largely driven by Matty Healy, his charismatic humour and charm is expressed through an often-harsh confrontational tone, and although sometimes problematic, this provides authenticity to the “character” of Matty Healy. This builds trust with the audience, transparency brings credibility – even amidst controversy. Interviews, such as ‘Being Funny in a Foreign Language ‘by Apple Music, although sometimes come across distasteful and pretentious, Matty’s visual aesthetic, along with the tone of language, is often inspiring. In the video he explores topics such as the beginning of the band, art, culture and identity, overcoming addiction, and the future of music – expressing his opinions so vulnerably allows for a deeper connection with fans, strengthening emotional connection, trust, and loyalty.