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Cliché is new hiphop music label started by four Chinese students. This logo animation demonstrates two parts of the logo, including the sign '- - = +' and its name 'Cliché'.
Cliché is to produce original music that speaks about themselves in their own voice instead of simply following the trend in the industry.
The sign ' - - = +' (minus minus equals plus) responds to their aim and represents that they are willing to produce something not so 'Cliché' in such an 'Cliché' world.
(They stands in a world that is overusing stuff to make itself look cool but they try not to follow that but still look cool. The two opposite meaning results in two minus signs. And the fact that they can speak their own voice in music and gain certain popularity demonstrates the outcome is positive and they are gaining more, which results to the plus sign.)
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