Start Creative has designed the identity for Virgin's forthcoming music download service, Virgin Digital. "Virgin began life as a music brand and with this design we wanted to capture the richness of its music heritage," says Start Creative executive creative director Darren Whittingham. The identity, illustrated by Steve Wilson, references the prog rock imagery of the original Virgin logo by Roger Dean. The service is expected to launch in the UK in the next few weeks. It won't be compatible with the iPod, but has crossover potential with Virgin Mobile's handsets.