Alok is one of the most prominent icons on the Brazilian music scene, winning honours and awards including: 'Best DJ in Brazil' two consecutive times, and ranked at #11 in DJ Mag's annual Top 100 awards. In 2018, he became the only Brazilian to secure a place on the Billboard Dance 100 list, occupying the 72nd position.
SCOPE OF PROJECT
Not fully content with the current logo, Alok's team reached out with the hope of having it purposefully redesigned. Past the initial discussion on the budget, contract and scope of the project; his team and I came up with something that was more effective and timeless for ALOK.
Being an influential public figure, having an identity that resonates the brand’s values and goals, is imperative. This was also the basis as to why the team considered a redesign. The old logo posed elements of visual disproportionality, along with some legibility issues; which made for an uneasy transition across different media. It wasn't at par with what the team had envisioned.
As with any project, the process started off with sketching. Rough concepts were documented, both on paper and digitally.
The goal - A logo that conveyed the team's idea of a “BOLD, SHARP, FRIENDLY and TIMELESS” brand. After lots of exploration and messy art boards on Adobe Illustrator :P, a few selected variants were presented to the team. Upon their feedback and a couple more revisions, a strong and refined concept was proposed. This made the cut, and is now the current logo.
The goal behind redesigning the logo was to overcome the flaws that were, and make it 'PRACTICAL' for the brand. The primary focus was on the pragmatic implementations of the logo, and the result was one which could easily be incorporated on a variety of media, ranging from business cards, flyers, to billboards - all with ease.
The fans were also a prominent factor in the design strategy. Emulating the perspective of a true ALOK supporter was key to understand what their expectations of the brand might be…. What were they expecting when they see a flyer? Or when they go to a concert?
The logo proved to be a huge success for the brand. Soon after its unveiling, it hit the LED screens, merchandise, flyers, posters for promotional collaterals, to mention a few; and was very well received by the fans. Hikes in the merchandise sales made for a very happy team! More importantly, they were highly appreciative of the credibility and the strong visual identity that the new logo delivered - just what the brand was looking for.
A happy client, check.
Goals met, check.
Proud fans, check.
Photo Courtesy - Matheus Campos
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