The eagle eyed among you may have noticed a new project in my portfolio. I had teased the project a while back on Instagram and now it's revealed I've decided to give you lucky people a deeper look at the process behind the Floorpiece brand.
I've been working with the guys at Strictly Underground for a while now, producing their regular club night posters, and was thrilled when they told me about a new project they had in mind. They were in the process of creating their own record label and they wanted yours truly to develop the brand. My initial thought was that they would want a close link to Strictly Underground, a sort of "sister brand", but after a short discussion and a bit of moodboarding it was clear that this needed to be a distinctly separate brand.
Rather than the loose, energetic, hand painted style seen in the Strictly Underground logo, this brand called for a sharp, technical looking typeface. I got stuck in and produced a range of ideas all based around a similar theme and aesthetic, a small selection of which you can see here. I wanted letters created out of thin, structured lines, without being too light, so I started experimenting with a sort of deconstructed keyline idea. I pushed this quite far and at one point created a weird maze-like typeface, but this was a little too far, and not massively legible. It was a fun idea worth exploring though!
You've already seen the final logo in the opening image, so I've given you a rough breakdown of how it was created, starting with a simple custom keylined typeface, selectively cutting out sections to create fractured letterforms. A pretty simple process, taking just a touch of experimentation with what to remove and what to keep. This technical style ties in with the technical nature of the electronic music Floorpiece will be promoting, producing and putting out into the world.
A clean, simple icon was created using the "F" of the logo, fitting nicely in a circle. An icon like this is perfect when space is limited and the full scale logo just isn't going to fit. Think of a profile picture for your social media platform of choice.
So, what about the rest of the brand styling? A logo is all well and good but a brand needs more. I actually decided to sneak in a subtle nod to Strictly Underground, again creating a faux 3D shape, marbled and backed by a texture I created in contrast to the clean edges of the logo. This was formed using a collection of textures and liquifying the life out of them in Photoshop. It might be an overused term you hear people use in art galleries when they're not sure what else to say, but I went for a clear juxtaposition between the digital and structured, and the natural and fluid. If you really want to read into it deeper, it is a link to the movement and human element of music and dance, created and fed by digital, computer generated sounds. So deep.
involved in the music industry and need awesome design work?
I'm on the lookout for great new clients involved in music, across the industry from DJs and bands, to producers and promoters, and all genres from EDM to Death Metal. Whatever you need, get in touch with me at firstname.lastname@example.org