Alternative American Rock Band.
Las Vega, Nevada.
- Dan Reynolds
- Daniel Wayne Sermon
- Daniel Platzman
- Ben McKee
ARTIST BRAND IDENTITY
Imagine Dragons are an American alternative rock band from Las Vegas. Lead singer
Dan Reynolds brought the band together in 2008, there connection as a band only
grew along with there identity. They went onto release the breakthrough single “It’s
Time” a anthemic foot-stomping track which encapsulated the band’s unvarnished
A mystery itself is the identity of the bands name, "Imagine Dragons" is really a
pseudonym, an anagram of their "real" name, known only to the band and their kin.
An interesting persona to whom they are as an ever establishing band.
Imagine Dragons have connoted a brand and identity through there music, by
creating distinct sounds and compiling various genres into one song. Their image
connotes four people who I would say are normal, dressed in neutral colours of black
and not representing anything specific apart from themselves.
The narrative and identification of the band I find is very cryptic, you can only know
more by following there music. They are full of metaphors and my ideology is that
they are and have overcome things of the past and there triumphing above them
now. As a band and with there music.
The mise-en-scene of the band as a brand is there distinct name which has been
represented in a form of a logo, the bands logo. It is present throughout all there
artwork and promotion. The house style of the text/logo is serif bars have been
added to ends of letters and even the over lapping/merging of letters within the
word. Again repeats the bands persona of mysteriousness, with slight darkness and a
Imagine Dragons had released various singles into they
had there debut album released, ‘Night Visions’. I find that
the tone of the band follows through with its artistic
The ones which have been created with the design of dark
pastel colours use a depth of field which bring mystery.
You become focused into the centre when observing
them, drawing you into the enclosed animated
environment. There is a darkness and obscurity about
these artworks which reflect upon the identity of the band
With there live action design shows the band itself within
a real setting or a manipulated background of posed
positions. You have full focus of the band within these
compositions, such as the ‘On Top of The World’ poses the
band essentially atop of something and stopped mid
They are an unconventional band, still being established
and at the moment they are just representing themselves
presently. The image and identity could all change in the
future, right now this is how I can identify Imagine
I have analysed three music videos by Imagine Dragons each are unique
from one another with subliminal messages and metaphors reflecting back
onto the song and the band.
• Radioactive is by far the most mysterious incorporating live action with
boxing match between puppets. There is a relationship between the
visuals and the lyrics, known as synaesthesia. Illustrating from the lyrics it
is identifying society and in the representation of the ‘pink bear’ an
underestimated, smaller person whom can in a moment of a crisis stand
up for themselves and overthrow the ‘big guy’ (purple monster).
• Demons shows a live performance of the song Demons and throughout
the video the camera scouts through the crowd targeting specific people.
It then cuts to a connectional reality of there demons/sins and shown
showing ‘where they hide’ as illustrated in the song. It is an interesting
narrative to the concept of peoples inner demons and this amplifies the
bands perception of ‘demons’. Uncovering more of there identity.
• ‘It’s Time’ is the breakthrough song which helped emulated imagine
dragons to the established band they are now. With the anthemic foot-stomping
track band’s unvarnished emotional sound is further address by
the music video. Its show the band together lost within an apocalyptic
world, dark, unknown and mysterious. Shadowed by the clouds the mise-en-
scene of the video shows them trying to find a way out. An
understanding to who they are and what they’ve got to do, by the end of
the video you see they have found it. It was time.
Screenshot of ‘Radioactive’ –
Screenshot of ‘Demons’ – Imagine
Screenshot of ‘Its Time’– Imagine