Relate the project to the reader as if to a
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
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