The Decade logo is a dynamic identity formed by ten lines, evenly-spaced at right angles. The lines can extend to create new shapes. Decade is a creative lab and innovative independent music label I’ve cofounded with other members of the band Filligar. Originally a platform to distribute music for Filligar, Decade has since grown into a multifaceted music company. While involved in the traditional aspects of the record business—focused on album sales and live touring—Decade has developed inventive growth strategies in the evolving media industry. Much of the growth has derived from Decade’s success licensing and creating original music to the world’s institutional brands, from NASCAR to Hersey’s Chocolate. But Decade has also grown as a creative lab that develops aesthetic landscapes not only for bands but companies as well.