THE WEEKND
LOGOS
The Weeknd has many logos that are identified with him a few of them are placed on the page. This logos represent Abel (The Weeknd) as the artist he is today as they reflect his journey. This is clearly seen the yellow typography and the red crucifix. Abel created his career after he became homeless and in allot of his music he raps about how he turned to God to look for a way out. If you look closely at the yellow text there is a clear cross with the T. This type of font is quite urban and youthful which represents his demographic and his personality as he is still quite young and his music reflects topics that teens and young adults find relatable. This style of font can also be seen on the XO logos. Again these logos represent The Weeknd's life and his past as the XO logo symbolises the record label he created in 2012. This links to his music as he often talks in his concerts about how he created his future as no one would create it for him and the logos represent this too.
FASHION
Fashion plays a large role in the Weeknd's branding as it is what people see. It is what gets peoples attention and creates a first impression. The Weeknd's style is modern, youthful and casual. This style of clothing is normal dress in his demographic as it is all high street style The Weeknd is a trendsetter as he steps out wearing a jacket and people immediately want to buy it. Fashion also plays a large role in the Weeknd's life as he has a fashion line in H&M which is often what he is wearing this season and features his logos and personal style. Being famous in 2017 is a lot of effort as you are consistently being stalked on social media and you cant leave the house without having thousands of pictures taken of you. there is consistent pressure to keep up appearances and so looking your best is essential. This casual persona feels authentic to TheWeeknd because if you look at other artists in the R&B genre such as Drake and DJ Khalid they have a similar style. Fashion creates The Weeknd's brand as it is what keeps him relatable and present.
MODE OF ADDRESS
The Weeknd in the media is quite reserved and laid back. When u watch one of the rare interviews he does he acts quite casual and chilled out. This again represents his own brand as it shows the public his life. As a celebrity people are obsessed with your personal life more than they should be and interviews provide a chance to show off your true thoughts and feelings about things. The Weeknd is not an attention speaker. It feels that he tries to avoid the limelight a bit and let his music speak for itself but when he does promote on the radio or TV he is very humble which is something that not many people do in R&B as they are normally quite flashy. This makes Abel stand out creating an opinion and a reputation for himself as authentic and honest.
PICTURES
The Weeknd has pictures taken of him every single day so it is difficult to single out a certain pose or facial expression. However while looking around on google the one that comes up the most is a serious facial expression with his eyes looking straight into the camera. This pose creates the feeling that he is serious and determined. The Weeknd's fans are also mainly female so it could be argued that this pose is slightly suductive. Although there is also a lot of pictures where he is being silly and having fun. All of these different versions play into his brand as it makes him interesting. He doesn't just have one personality and this makes him more entertaining. This allows him to reach out to a more diverse fanbase and gain more followers. after all, people like to obsess about people that are interesting and have a little bit of flare rather than people that are average and boring. The serious face plays into his tough guy alter ego that raps about being on the streets and drugs. Meanwhile, his funny and light-hearted side is what attracts people and makes them want to explore more of his brand.
SOCIAL MEDIA
Social media for The Weeknd is where he ties up his entire brand. In today's age, we receive twenty-four-hour notifications on the weather, news and our favourite artists. Twitter and Instagram is the perfect place for The Weeknd to create his brand and allow people to view the brand in one convenient place. Each of his feeds looks similar (synergy) to reduce confusion and make it clear who you are looking at. He also promotes all of the things that he is currently working on. For example, his tweet says when his new season of clothes id dropping and his Instagram features images of the clothes. Social media also allows the artist to connect with there fans via tweets and direct messages to make sure that they are listening to what their fans want. Again this plays into Abels brand of being down to earth and authentic. These platforms also feature links to his websites his label and his new album. essentially social media is a free advertising platform which allows The Weeknd to show off his brand how he wants.