The Dare – What’s Wrong with New York? album art, identity, web store
Official webpage store for American singer and musician The Dare. A black and white suit, tinted sunglasses, and explicit tracks from a live set in New York’s party scene. The Dare utilizes the typeface Helvetica to further establish his style, debauchery, and associations with past and present pop culture.
On September 6, 2024, The Dare released his debut album, What’s Wrong with New York? Branding for the website and album rollout materials, including the CD insert and vinyl cover, showcase a consistent use of Helvetica set in bold lowercase and in black and white.
The Dare has produced and collaborated with English singer and songwriter Charli XCX. Charli XCX’s critically acclaimed 2024 album Brat features an album cover boasting a similar appeal, using the sans-serif typeface Arial alone on a solid background. The connection to this album should not go unnoticed, as The Dare’s recent surge in popularity is inevitably linked to collaborations on Charli’s album.
The Dare is also associated with the indie sleaze revival, which in turn can be associated with the clothing brand American Apparel, similarly fond of using bold Helvetica in their logo and promotional posters. During this era of indie sleaze, black-and-white minimalism was at peak popularity, thanks in part to the trends set by American Apparel and popularized on the website Tumblr.
The grid-like use of Helvetica on The Dare’s website and branding are nowhere near the first of their kind. However, the tried and true tastefulness of Helvetica and Swiss Style, coupled with the nostalgia factor for those familiar with 2012 Tumblr’s minimalist grunge scene, echoes the unique flavour and recognizability The Dare is successful in capturing via his music and stage persona, further demonstrating the power of typography in music and branding.
The design is by Harrison Patrick Smith (i.e. The Dare) himself, with the art direction co-credited to Bryce Segall.
Fold-out poster
