Salt - Set the record straight
Identity
Architecture
Positioning
Music is one of the purest forms of creativity. But the system for paying artists is stuck in the pre-digital era, struggling to keep up with 120,000 tracks released on streaming platforms every day.
Salt is here to change all that.
Developed and backed by acclaimed names in music and technology, Salt’s music royalties network promises faster, fairer payments for rights holders, artists and music societies everywhere. But they needed a brand to drive their next phase of growth.
We saw an opportunity for Salt to stand for more than the brilliance of their technology, the speed of their payments, or even the music industry itself. Fundamentally, Salt sets the record straight for the music industry to make sure creativity is fairly rewarded.
Working side-by-side with its founding partners, we helped Salt take this story to the world with a brand strategy, architecture, visual identity and messaging as creatively pure as music itself.
"I was instantly struck by the otherwordliness of our new logo. It's a perfect balance of simplicity and depth."
Doug Imrie, Founder
“The right brand can do so much for the business and the energy in the business. Finding a team who can develop a kick-ass global brand that will cut through and last the test of time is far from easy. ChapterX are brand gurus.”
Phil Sant, Founder
Thank You
A big thanks to the creators, investors, Doug and Phil and the Salt team.
Salt in the news
We’re delighted to hear about Salt’s latest milestone. Their new partnership with US music collection society, MLC comes hot on the heels of a 10-year deal with Dutch music society Buma/Stemra.
@ChapterX 2025