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Background
Live Brief Deliverables
Floe pronounced fl is an independent, underground record label
representing musicians and bands in ambient / alternative music.
Starting as a record label, Floe hopes to expand into films and
other entertainment in the future. The label currently has 10
artists signed to their label in the Leeds area and hope to expand
globally with their impending success.
To design and produce a typographically driven, simplistic logo
that represents the Floe brand. It should encapsulate a young,
fresh and alternative vibe that is contemporary. Consider the
history of music and how it can be visually represented in a modern
way.
The logo should be transferable across print and digital media
using green and monochrome within the branded colours.
LogoBranding guidelinesAlbum ArtworkPromotional MaterialOffice
Space
FLOE Records01 Concept
Taking influence from old vinyl and cassette artwork to generate
a design that speaks to an young adult audience through bold
alternative artwork.
Create a branding system that can implemented through to the
album artwork of their artists music, tickets to gigs and
merchandise to generate brand awareness and consistency.
Jnae SaundersGraphic DesignLevel 06
Extended Practice OUGD60322.05.15
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Logo
Logos subtly represent the music and entertainment sector. Some
designs take elements of music distribution such as casset wheels
to inform the design of the logo.
Brand Identity
Research into existing record labels, generated influenced for
the deisgn on the further proposed outcomes for the brand.
Qualities such as album art, CDs cassets and music production
equipment was a consideration on the development of the brief.
Visual Research02
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Typography
A collection of logo experiments that use simplistic and clean
typography as desired by the client. Bold weights where considered
due to the possible mass scale and distribution of future items
such as t.shirts and tickets to enable it to legible across all
platforms.
Logo
Sourcing influence from previous research, the concept behind
the logo development was to incorporate features of a music
distribution through a casset tape. The O letter forms would
exoeriment with the wheels of a casset as well as other subtle
hints of casset film through the rounded typography.
Design Development03
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Logo
The final design replicates features of a cassette in a simple
typographic way to link to the production and history of music.
This is demonstrated through the bold outline around the type to
represent the case of cassette tape, in a modern and non clich way.
The thick letter forms are highlighted and the spacing creates
clarity for the audience to read the logo.
Photography
The photography within the branding is alternative and
stylistic, that stays away from the generic imagery of album art
with the artists on it, to fit into the genre that FLOE records is
representing.
Typography
Helvetica bold and regular is used for the content of the
promotional material and album art details for readability against
bold imagery and is web safe, to maintain the clients brand
identity.
Colour
Specified colours of green and black were selected by the client
for the design. A tonal range of dark green to light was considered
to execute the fresh and young vibe that the label evokes. The
monochromatic colours were are also introduced to balance out the
content and to work for typographic elements.
Branding Guidelines04
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Photography
The photography is implemented onto artists album artwork with
photographic representations of what their song is about or the
lyrics it entails.
Album Label
A branded system is set in place that transfers across the album
artwork through an F shapes flag that details the artists name,
song and the labels logo. This design represents the label making
their mark in the music industry and creating a cohesive brand
identity that is recognisable.
Album Artwork05
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Promotional
FLOEs printed presence takes form through tickets, posters and
flyers to highlight and promote the events an gigs the artists do.
With the company being independant all of their promotional
material will be designed in house and will have the companies logo
at the forefront to shine light on the new company
Aesthetic
The branded guidlines are maintained throughout the promotional
images with the alternative photography at the forefront of the
promotional material, that has been used for the artists album art.
This will allow audiences to connect with the imagery and the
artist and identify them through this.
Print Presence06
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Promotional Wear
Additional material for the FLOE record label has been generated
such as T-shirts, badges and tote bags for audiences who love the
artists and want to support the label that represents them.
The promotional material is transcended through the promotional
material with the logo being at the forefront of every promotional
piece to generate brand awareness.
Distribution
The distribution of theses items would take place at music
events and the artists events to create brand awareness. The items
will be sold at the concession stand at a concert and also made
available through their website.
Merchandise07
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Location
With the record label being based in the Leeds the proposed
office space would be situated on Call Lane where there are a
selection of idenpendant music shops and bars. This creatve
community is the perfect hub for the FLOE records studio to meet
new artists and clients.
Aesthetic
The FLOE studio would take on a clean and minimal aesthetic to
match the brand, a collection of their artiststs viynl covers would
be stacked in the studio to reflect on the companies and artists
success. Alongside a viynl player to keep a fun,carefree and music
orientated vibe within the space.
Office Space08