Rock, Soul, R&B Band: Brother 2 Brother
Graphis Gold Award, Logo 8
- 1. Assignment:
Relate the project to the reader as if to a Potential Client.
Brother2Brother, an R&B group, asked me to design a logo for them. They wanted to streamline and focus their image, using the acronym B2B in place of their full name. But they wanted to preserve the original meaning of the full name in their new, more streamlined branding. The challenge was to communicate their brand identity in a logo that was streamlined and elegant, without losing the connotations of soul, funk and brotherhood that are the roots of the band's music and life.
2. Your Approach:
Discuss your creative process on this project.
The guiding principle of my approach, always, is that I work conceptually. I started by sending Brother2Brother a creative brief asking for general information on their objectives and a short list of simple, descriptive words that distill the essence of what the finished design needs to communicate. This helps define the personality of the client, and it forces the client to prioritize. It also begins to break the project down into its initial graphical solution. Brother2Brother gave me four words: Funky, soulful, hot, and polished. That was the concept in a nutshell, and starting from there I worked conceptually, rather than subjectively or at random, starting with funk and soul. The word "brother" has rich connotations in the culture of soul and funk music, which was a jumping-off point for the design. There is a bond between brothers; I thought of the phrase, "I got your back" when I was coming up with the two B's back to back. The brothers derive strength from their bond and defend each other, and the red numeral "2", curving between the brothers and linking them symbolically, like a long arm that entwines around their bodies evokes the bloodline that links them together.
Discuss the Client's reaction or the final results of the project.
The client was pleased with the solution, and looking at it, I consider it a successful project. These performers have their roots in soul and R&B music, and it was important to include that as part of the logo's meaning. But I also wanted to go a little deeper than that, to get at the underlying concept of brotherhood. This was a project where I really began to feel that there was only one solution, one correct execution of the concept, and when I arrived at it I recognized it right away. It embodied what I saw as the true meaning of the concept hidden within the logo mark and I want the viewer to read deeper into my work to unlock the graphic code.
Project submitted to: Brand/Identity Design Celebration, presented by USV