A short piece in Brand Republic about Metallica’s new album caught my attention. I was especially interested in the excerpt below. It touches on optimizing the presentation and delivery of the Metallica brand and their music across digital media.
The new album cover features a remarkable white coffin image, resting in a grave and surrounded by a magnetic field. The image was created to be recognizable, even on a cell phone screen. David Turner, a partner at Turner Duckworth, said: “It’s not just about sleeve art anymore, it’s about creating icons that work across media” (emphasis mine).