How do their products appeal to a target audience?
What is their ideology?
Mylo Xyloto, at first glance seemed like a comic book or the name of undiscovered fictional character, because they're selling comic books with Mylo Xyloto as the title, one can only assume that thats where it had originated from. However, I did some research into this odd title and found out that actually, Mylo Xyloto is nothing that anyone has ever heard before. To represent a fresh to start, Coldplay decided to publish a new title which was 'un-Googleable', let alone unpronouncable. Acording to Chris Martin (lead singer) - "When you're on your fifth album, you are going to be judged against all your previous work and expectations - in a small way this is us trying to break free of those expectations.” When questioned about the inspiration of the title, he said that "Music comes from a place we don’t know. It sort of comes through the fingers and toes. So we came up with the idea of, what if you had musical digits, like xylo toes." And the 'Mylo' was simply a "great name for anything". Here I can infer that to begin a new era, Coldplay are beginning with a new look and style to create a distintive change and effect.
Their genre is alternative rock/indie, as shown from their font, excessive colour pallet, style and motif. For example, their colour scheme of old school 'American graffitti' - but the darker shades of each colour give indication that the musical nature of the band is rock. Also, the font 'EveryTrue Type is a Wisefont' gives off a solid, rock theme to it - but with the cohesion of the excessive primary colours to give it a less 'solid' feel and a 'softer' more Indie look. Their style and motif give a visual statement about their genre and lead the audience to speculate about it. For example, bright colourful spraypaint styles are not stereotypically matched to a rock band, but more likely to a pop/alternative band - which show that Coldplay are placed between the two different catageries. This will give Coldplay a distinctive stance in the music industry as it cuts between two or three different genres, and can be considered 'un-nameable' and unable to fit into one speciffic catagory.