Logo Identity: Snoodhead

Coming on to this project I was tasked with completing a logo identity for a band that wasn’t quite sure what direction to go in themselves. The first point of call was to brainstorm and discover a brand archetype for the group to align to. Once here, we could better devise a path forward and together agree on a creative brief that would help harmonise their music direction with proposed visual elements.

We found due to the exploratory nature of the music and the general direction they found they were heading, I decided to align the visual direction more to the brand archetype of wizard.


Using this, I focused on the vernacular of transformation, mastery, magic, arcane darkness, etc. All that you could think of that archetype of being is what we went forward with to explore.


Intuitively, I also felt it needed something of warmth and youthful spontaneity. This may have been influenced simply by the music or the people involved in the project – but there was always this tilt that saw myself adding a hand-drawn quality to the visual explorations.

Solution One

Var 01

Var 02

Application Development ¬

Solution Two

Application Development ¬

Solution Three

Application Development ¬

Final Delivery

The logo essentially became a tightly kerned Compacta in caps with a specific and unseemingly measured type of displacement affecting and distorting the type.


This made it unique in every instance and although there was a final logo, the essence was having something stationary and unmoving, strong and assertive (such as Compacta) that was actively transforming — the very concept we were looking to extend with this brand.


A classically postmodern idea, we were taking something ordinary and familiar and distorting the boundaries of this familiarity. Therefore, in its finalisation, the visual identity shouldn’t be a transformed familiarity as such, but be in constant transformation and change. It’s always moving, always evolving over a set of visual standards.


Motion Design

Intended and compressed for Instagram (lo-res)