Teken Records

I was asked to make a logo for a new record label that would convey the nature of the music the owner intended to release. He wanted a logo with a dark, technical feel, that could express the percussive animation of his chosen musical genres, yet which wasn’t cold or stern. I started with Futuremark, a gorgeous font from the now defunct type vendor MindCandy. It had a pleasing retro-futurist feel, situating the logo in the visual context of TDR and Buro Destruct’s work around the turn of the millennium. I overlaid circles onto certain corners of the composed type, which served to soften some of the harshness of the typeface, and emphasised the more playful aspects of the glyphs. I used a tightly tracked Helvetica as the secondary typeface. This, along with the superfluous, and slightly silly trademark symbol, provided another visual reference to millennial mock-corporatism, and served to further emphasise its playful aspects. The rounded neo-grotesque forms of the lower case provided a friendlier, rounded counterpart to Futuremark, and echoed the circular devices I’d added earlier. I’ve always loved Din’s quotation marks, and used here they added a kinetic urgency to the logo, without breaking with the angular geometry of the overall composition. I then created a number of possible variants for usage in different contexts, showing that the same forms could speak with significantly differing voices, though remain recognisable, depending on simple alterations in treatment.

Categorised as Brands

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