I was approached by Sam Horbye, a DJ interested in the creation of a a Youtube channel, to promote up and coming DJ's.
Brief
Below is the brief that Sam sent me.
Hi Joe,
So further to our phone conversation, I'll give you the brief on what The Faculty is about and the image etc we are going for.
The Faculty is a platform for which talented, up and coming DJ's can showcase their work on the rest of the youtube world. Currently, the Boiler Room has simply gotten too big and is no longer accessible to younger DJ's who already have a following and have played at festivals but need that step up.
The Faculty invites circa 100-200 people to a venue, no phones, no cameras just them and the DJ's at hand. We plan to tour the UK going to Newcastle, Bristol and Manchester to bring young talent together and Leeds is definitely on the cards. Ultimately, we hope to rival the Boiler Room in that there are plenty of up and coming hidden talent in various countries just waiting to be discovered.
The Faculty will showcase a variety of genres of music, techno, house, progressive house and disco etc. But we are keen to keep the 'underground' image going.
We will not be showcasing chart toppers etc. So the colours we are looking for are probably just black and white. Nothing confusing. Simplicity really is at the heart of this.
Hope this helps.....
Sam
Initial Logotypes
Below you can see the initial ideas I sent to Sam. The logotypes are quite varied, as I wanted to get Sam to narrow down exactly what he wanted. The boxed 3 ideas are the 3 he wanted me to take further.
A quick mockup I also sent Sam to help him picture it's use:
Second Stages
Sam wanted to view my further ideas on a black background. He also wanted to see more lowercase ideas. Another request was to view the separate words in boxes, which I showed systematically.
I didn't think this aesthetic worked, and emphasised that it wasn't original. It reminded me of the Youtube logo, which obviously meant the logotype couldn't work on Youtube!
We also decided on the third row as the preferred logotype typeface. Sam wanted the logotype to reflect an industrial aesthetic, which I thought worked perfectly with the chosen option.
I didn't think this aesthetic worked, and emphasised that it wasn't original. It reminded me of the Youtube logo, which obviously meant the logotype couldn't work on Youtube!
We also decided on the third row as the preferred logotype typeface. Sam wanted the logotype to reflect an industrial aesthetic, which I thought worked perfectly with the chosen option.
Third Stage
Sam liked the idea of the box, and so I worked with it as a stroke. I also made some fine tweaks, like kerning the letter appropriately and joining certain characters that were close as ligatures.
Sam liked the borrow two options, which he wanted me tweak slightly.
Sam liked the borrow two options, which he wanted me tweak slightly.
Fourth Stage
I showed Sam a selection of box options, and he chose the bottom left option.
Final Designs
Sam requested the logo for a profile picture use, as well as two options for Facebook cover photos. He still wanted the logo as white on a simple black background.
Final Document
