Set up by the guys behind Strictly Underground, Floorpiece is a record label supporting new and upcoming DJs.


Although it is linked to Strictly Underground through the people who run it, Floorpiece is its own entity, and so it needed a new and distinct brand. I wanted to create something that merged the technical nature of electronic music with the natural fluid motion of dance, and so a logo was created to answer the technical side, and a swirling marbled mass for the natural side.

The logo itself was created to feel somewhat mechanical and intricate, but still clearly legible, with a simple and recognisable icon created to complement it.

As a nod to Strictly Underground, and to further merge the two distinct sides of the brand, a 3D geometric shape was created that was filled with the same elegant yet visceral texture.