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humanity beatz
logo design
case study
This project was a logo design for a local musician hoping to solidify himself a brand moving forward with his career. During our first meeting, we discussed everything from keywords to colours to imagery to other brands he admired, and I left that meeting with pages of notes for inspiration. Originally the ideas were a little all over the place, ranging from the Lacoste logo, to pentagrams, but together we narrowed down what he was looking for. That being a strong symbol, that could look both professional and artistic at the same time, something that expressed the nature of his music, without coming across too cliche.
The main imagery I worked with for the initial sketches was graffiti lettering, tasteful plays on the hands of Baphomet, and abstract uses of the letters in his name, which would become the final design.
Once we were both happy moving forward primarily with the abstract name concept, it was time to get on the computer and solidify the symbol. The first variation I created was almost indistinguishable from the final product, however, I made sure to experiment with different line weights, buffer spaces, letter positions, and line caps before I was confident in the final piece.
After the symbol was complete, then came the word mark. This presented some challenges as the client had described a lot of wordmarks to me, and each of them had a few things in common. They were small, all caps, sans-serif type, with high tracking. This did create the concern of legibility as small, all caps, sans-serif and weird tracking are all things that can create friction when reading. I did experiment with lots of typefaces and lots of positioning, but because this style of type was something the client really liked I wanted to go forward with it. I made sure to be mindful to chose a clear, readable font and ensured he had the files necessary to remove the wordmark when the symbol was being reduced past a certain size.
Speaking of files, I've also included a screenshot of the files I sent him and how they were formatted. I wanted to make sure he had the files he needed for print to screens to anything in between, but also didn't want him confusing himself and getting mixed up in the files he'd be unlikely to need. So I separated them very clearly and also gave him a simple explanation of what each file format would be ideal for.
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