Groove Dust Logo
Groove Dust Logo (black variation)
Groove Dust Logo (orange variation)
I was approached by an aspiring film creator to design a logo for use as both a corporate marque and for the purpose of inspiring (via animation or a short filmed piece) an ident for the film company she was starting. This logo would be used in the aforementioned ident at the start of any films the company produce as well as being a corporate marque, setting the groundwork for their brand identity (in typeface/colour scheme/imagery etc.)
The client was specific in stating that the logo must have a contemporary feel to it – in keeping with modern logo trends, a simple colour scheme (primarily of black, white or orange), make use of the meaning of the name (Groove Dust referring to the grooves in a vinyl record, and the dust collected on the stylus) and be designed whilst keeping in mind the need for it to be incorporated into either an animated (or filmed) ident in the near future.
I began by choosing a typeface that I believe portrays that contemporary feel the client wanted. It’s professional, serious, but clean and artistic.
After some back and frothing with the client, she decided she was drawn to the “GrooveDust.” type, with no spaces and a fullstop. It portrayed the name in a clean, creative and slightly unique way, without losing any meaning.
My first attempts at a marque I attempted to replicate the vinyl style. But neither of these really brought across that tangible “vinyl” feel.
These “sleeve” designs went a bit further into showing this, but they still felt oddly spaced and shaped, and overall felt a bit too childish – like clipart.
The client stated a desire to use real vinyls in the ident, so I sketched out what the typeface logo looked against a real record.
It occurred to me that these centre stickers could be made use of for the logo and then elaborated in the ident when placed in context alongside a real vinyl.
Pulling the design back to that “coming out of the sleeve look” brought an interesting unique “rainbow” look to it that felt both nostalgic and appropriate.
After some variations, it appeared the “sunrise” logo looked the best.
Any attempt to round the edges (left) or add actual grooves left the logo looking busy and took away from the “emerging from the sleeve” look. So the harsher edges (right) remained.
The open space of the “imagined sleeve” created a much more identifiable logo than if I included the sleeve (above).
And so the variations sit as such.