Whitney Houston remains one of the most iconic artists of all time. Over a decade after her passing, Sony Music Entertainment approached STUDIO HERRSTRÖM to create a brand identity in anticipation of the biopic I Wanna Dance With Somebody.

At the time, Whitney's legacy was represented inconsistently. Different platforms used varying visual assets, causing fragmentation for both fans and marketers. The brief: develop a design system that honors her legacy while providing clarity and cohesion.

We began by analyzing Whitney’s career. Her visual history is as diverse as her sound—each era marked by a shift in style, performance, and presentation. We immersed ourselves in this evolution to develop a visual language that could reflect her timeless relevance.

The result was a dynamic brand identity. Photography is intertwined with typography. Color adapts with flexibility. A confident logotype system was designed to scale—from her initials to her full name and signature—offering flexibility for everything from merchandise to editorial.

Our research uncovered moments where Whitney leaned into her initials, such as the ‘All The Man That I Need’ video. These insights led to a responsive logo suite rooted in her visual past but built for future relevance.

We selected a serif typeface that echoes motifs used throughout her career. Combined with a bold typographic hierarchy, the system projects power while respecting her legacy.