After restructuring the way royalties are issued to musicians, veteran streaming platform Deezer has now reinvented itself as an “experience services platform”, along with a bold new logo and color scheme.

“We have transformed Deezer over the past two years, and today marks a key milestone as we introduce our new identity and logo while showcasing how our product is evolving into a platform where people can experience and live the music in a way that cannot be found anywhere else,” explained Jeronimo Folgueira, CEO, Deezer. “Love for music and helping people be and belong through music have always been at the heart of Deezer, and it is time for us to embark on this new journey where we reinforce that commitment to fans, artists, and partners”.

The company’s new visual profile and unique purple heart logo are said to represent the brand’s new direction. Meanwhile, Deezer is also introducing an improved user experience and design to its app, helping to inspire and empower music fans through more personalized suggestions.

“Refreshing our visual identity gives us an opportunity to tell our story in a more emotional way, connecting with music fans, artists, and strategic partners through visual cues that let people know that with Deezer, they can live the music to the fullest,” said Deezer CMO Maria Garrido. “It’s a necessary step in our evolution as a brand and as a company, ushering in a new era and empowering everyone to be and belong through music”.

Also Read: Tribit FlyBuds C1 Earbuds Review: The Ultimate Bang For Your Buck

Although Deezer was once one of the originators of streaming music, the platform has lagged behind the likes of Spotify for some time. This year, Deezer is making a comeback, with a new Android Auto app and a recent partnership with telco Orange in France.

The company has also jumped on the AI bandwagon, with a new music discovery feature called Deezer Flow that can identify moods and genres and suggest new artists and tracks.

The new brand was revealed on November 7th at the celebratory Drop event at La Gaîté Lyrique in Paris.