Logotype for Mild High Club

With a bands new identity it would be appropriate to design a new logotype as to represent the rebrand. Following on from their desire to be seen as 'an early 70s inversion of the detective noir genre' the new logotype resultantly reflects that notion. 

The design starts off by testing uppercase and lowercase variations. The kerning was also played around with in order to come to a justified conclusion. As the type was to reflect that of the movie typography from the Late Show's poster, experiments with scripted type were undertaken. Nonetheless the un-joined, block variation with capitalised first letters was chosen for the final logotype.

The design then selected the colours and images to experiment with, in order to create this 70s nostalgic feel. Using the colours evident in the images above, the logotype was developed to see which worked best with the presented concept. The final experiments compare a more psychedelic approach to a pastel pallet, as well as an exact mirror of The Late Show poster. The final conclusion incorporates the colours of the desired aesthetics with a point of difference from its influences. 


The composition of the words with the bubble was also tested, in order to justify the decisions of what worked best. Although having the circle completely enclosed the type was successful initially, with the final colours and layers, it seemed to be best to have the type in the foreground and thus coming out of the circle. This creates an off balance that is less trapped by confinement of the circles perimeters. With the extra border on the circle it looks more like a record, which is restrictive. 


The moving graphics was created as an intro for the band that could be used in concert, on their website, apps and so on (hence any digital media platform). The screen based design is a perfect combination of older more rustic aesthetics made digital taking them into modern times. This is representative of the band, as new and youthful characters, playing on nostalgic themes and 70s psychedelia. 

The gif is representative of a record playing, and would carry on from the intro video. In coherency with their existing ideology, the circle that was taken from 'The Late Show' move poster, doubles up as a record playing, connoting not only music, but the idea of pure, clean and traditional music, as their genre is attempting to mirror older fashions.