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.
Logo Identity: Snoodhead
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)
Coded JavaScript edition