Sloth Records is a local Calgary record store that sells
records, Cd's, posters, tickets to events, turntables and many other music related things. It consists of hard to find local band records and mainly has genres of rock, punk, electronic and metal; so with their slogan "records for the rest of us" they aren't lying. The new identity for Sloth is to be a reflection of the alternative music that they cater to. Colours in the branding are taken directly from the records they sell, and only black and white photographs with noise will be used because of there grungy feel.