Final Outcome

My final elements for the Skylights Visual identity refresh. The project consists of  logotype, set of album covers with context, poster design focuses on the band and poster deigns focusing on the bands upcoming gig at the Belgrave, social media banners, AVI’s and posts in context.

The logotype and header type uses a bold, flat slab type in Aktiv Grotesk Black extended, by Dalton Maag which has been edited and extended further than the original type specimen for consistent impact across the entire visual identity. The type is striking and refreshes the outdated logotype and communicates the punchy, raw, stripped back nature of the indie rock genre and the ethos of the band. The type while communicating these ideas, also plays on current design trend of bold slab typography, keeping the visual identity up to date while also reflecting the genre’s roots. The logotype can be used in any colour but is usually black or inverted white to either contrast or compliment whatever context it is used with/in.

The album covers use a consistent design guide across each, all using the logotype top centre, with a unique image of the band centred middle and the album title centred bottom. Each album cover uses the standard logotype and the album title uses Aktiv Grotesk regular extended. Each album cover uses a muted, simple colour palette picked out from the imagery unique to each cover. This colour scheme will be used for each unique cover with the colour palette uses to compliment or contrast each other. The album cover balances negative space, imagery and typography so they all work collectively and don’t clash nor overpower one another. The covers use the Johannes Itten’s contrast of extension colour theory to balance out the colour palette proportionality so none of the elements overpower one another. The album imagery uses a grainy texture reminiscent of the edgy, rough around the edges style of the indie rock genre with the imagery edited in a homemade, home camcorder style that reflects the DIY, self made style also of the indie rock genre and the vibe of the band. The album covers grab the viewers attention with their de-cluttered, modern, minimal yet edgy approach to design.

The posters designs see a variety of type heavy, image heavy and negative space heavy design with all of them using a clear experimental style. The poster designs use the logotype with the body text being the most prominent type across all poster designs. Helvetica is used as the body text as the typeface compliments Aktiv Grotesk well, still communicates a clear hierarchy across all type used while being clear and standing alone In its own right. The typeface is used to display information and used in experiential fashion across various contexts, easier and clearer to communicate the information it contains with readers while keeping up with current design trends. The poster design uses clear, consistent colour palettes, typography and imagery and maintains a consistent branding across all designs well. Imagery used uses same edits as other content containing imagery to keep a consistent design that carries the ideas of the indie rock genre through the entire brand.

The social media banners and posts use the same design styles, content and ideas in formats suitable for various social media application. The posts use a simple, negative space heavy design, type focused with imagery to break up the negative space to make sure each element works well together and is equally balanced. Like the album covers and the poster designs the social media content uses Itten’s contrast of extension colour theory to balance out the design so all colour palettes of each design are balanced. Posts use a soft modular grid system across each application.

My final outcome can be seen in a full project on my portfolio here:
https://www.behance.net/gallery/75014671/Skylights-Band-Visual-Identity