Opinion by Richard Baird Posted 6 June 2011
Chris Allen is a London-based record producer and mix engineer with a large back-catalogue of music projects. Chris commissioned London-based design studio Build to create a new identity while increasing his on-line presence.
“A big part of the brief was to up his profile on the web, somewhere he could archive his vast catalogue of music projects. Special considerations were given to iPad/iPhone formatting, and optimisation of audio and video. We designed an iconic monographic marque based on sound-waves which was then applied to all communication including a simple business card”.
I have done my share of music production in the past and I am not sure I see sound waves here (maybe a saw-wave in the ‘A’). The curved lines remind me more of records and the straight of production time lines or stave, either way it is perhaps an ambiguity that works in its favour to establish a distinctive mark. The construction is strong and the curves are neat while the vertical column of the ‘A’ crossing over the CA ligature expresses a cross genre approach and multiple skill sets. The accompanying type feels suitably modern and the capitalisation fits well with the monogram.
The application, like the monogram is simple and really stands out in the choice of print techniques which includes both foil and letter-press treatments giving it a stronger and more iconic appearance. The line aesthetic of the logo works really well as a background with the flexibility to crop it and still retain the identifiable curves and intersections. The colour choices on-line feel classic with a modern twist and fit well underneath the single colour monogram.