ROLI is a London-based music technology company known for its innovative high-tech musical instruments, particularly the ROLI Seaboard, a MIDI controller with soft, rubbery keys and continuous, rather than discrete, pitches, and pitch-bending capabilities. Roli products encourage musical exploration for musicians and non-musicians alike.

DixonBaxi created a new brand identity for Roli that cuts through two dense preconceptions: first, that technology is dry and unfriendly, and second, that participating in music is a rote skill that requires years of practice.

From an It’s Nice That article: “Roli’s logomark draws inspiration from piano keys, the motif made up of five lines (or keys), also symbolizing the five gestures one makes when interacting with Roli instruments: glide, press, strike, lift and slide…. [A] balanced color palette—inspired by the Circle of Fifths—further enhances the warmth and immersion of the brand, with rich, dark hues and brighter tones creating a welcoming feel.”