Case Study: 100 Percent Sound Records
Client: 100 Percent Sounds Records, an independent hip-hop label based out of Reno, Nevada.
Project: A revamp of a previous logo, updating it to reflect more of the "bling" and luxury aspects of hip-hop culture.
The client presented me with an image of an Oakland Raider's logo that was surrounded by a shield of small, bezel-set diamonds. He initially asked for essentially a duplicate of this same logo.
I did create what he asked for, in two versions- one with larger diamonds, and one with smaller diamonds.
First Logo Presentation:
And although he was pleased, I knew that we could do better. To me, the logo now felt too soft and feminine for what he was trying to project through his music, so I took it back to the drawing board.
Logos, Round 2
The client felt like there was significant improvement, and understood that the changes helped the logos appear less feminine. His preference was still towards the diamond-encrusted designs My favorite was the last one- the aggressive diamond-shaped one. But that makes sense- I'm a rock and roll chick, not a hip-hop girl! His main objection to my favorite was that it looked too aggressive.
I voiced concerns to the client that the concept that he loved the most might not translate as "diamond encrusted" when shrunk down small in the corner of an album, which he understood. So I decided to attempt a more minimalist version of what he loved, just to try to make it more readable in small form.
Logos, Round 3
We both felt like the simplified versions of the diamond-encrusted logos worked better without losing the luxury factor, but he wanted just a bit more "bling" back. I happened to mention that his whole logo concept reminded me of Rolex watches, and used the word "timepiece," which led to the concept of adding a few more of the smaller diamonds back into the logo to make it more watch-like.
He now also liked the "aggressive" logo better, but he still loved the timepiece concept best, so I went back to the drawing board one last time for the final logos!
Final Logos, 100 Percent Sound Records
Final answer? Why limit yourself to just one logo when you can have two? The client loved both versions equally, and decided to use both in different circumstances.
Generally, I advise against using two different versions of a logo (especially if they have different fonts, so there isn't even one factor that ties them together). I suggested a font edit on one of the logos, but he preferred them to stay as-is.
The moral of the story?
You can take the bling out of logos, but you can't take the bling out of hip-hop labels!
Need a new logo for your business, or maybe just a bit more bling in some of your graphic design? Let's chat!