Embossed business card and a paper design I found online

Die-cut print folder

Rubber stamp to add a hallmark to prints

USB box

Altermate business card embossed on white

Wax seal

Alt font

Lego have introduced a new “Legos” logo following years of failed attempts to teach all Americans to call Lego “Lego”. Head of Global Communications Mursten Hjernen explains: “The plural for Lego has always been ‘Lego’, which is an irregular plural like ‘sheep’ of ‘fish’”. Despite numerous advertising campaigns and messages placed on the back pages of product catalogues since the 80’s, Lego has found the American toy buying public were incapable of observing this fact. In Europe we will continue to use ‘Lego’ plural”.

The Audioscrobbler software is 10 years old and Last.fm is celebrating this revolutionary innovation.
The logo takes elements from exisiting branding assets.

Sketch

scrobble: skrob·bul (ˈskrɒbəll) [verb]
To automatically add the tracks you play to your Last.fm profile with a piece of software called a Scrobbler
If I’m not scrobbling the music I hear, it doesn’t count!

Following the iOS design principle of “do one thing really well” we decided to spilt the Last.fm service into three distinct apps which serve clearly different use: radio streaming, exploring and scrobbling your music collection, and finding events to see. This meant coming up with a family of icons that were different enough to be distinct, yet belonged together and clearly reflected the brand.

The solution was inspired in part by the style of exisiting brand illustrations, but simplified and using geometric shapes. Each icon has a loose concept:

Radio: (Obvious!) is personal radio, so radiating waves… no brainer.
Scrobbler: The Scrobbler enhances your local music collection with Last.fm UGC tagging data and creates automated personal playlists. The icon shows inverted triangles, representing  focusing lots of music down to the point of the tracks you really want to listen to.
Events: The icon shows a horizon with points radiating out, representing the points of a globe where you can see your music live.

Phew, got there in the end.

The client liked the last two ideas, a combination of the clean J shape with a bit of movement.

After some thought, the client decided they actually quite like the rotated “J” logo, an wanted to see some development on that version with colour option. Nearly there. Replaced the funky Chalet “S” with a customised “S” from Lucida.

Thanks to Jake Burke for the hoodie vector art template

It’s funny, I can’t see a lead balloon in there ; )

Morphological matrix

After doing some research into the scene and some broad thinking on possible themes that might add personality to the brand, I start to sketch ideas using a “morphological matrix” as a way of organising the ideas, it also helps to make those lateral connections. Here’s the matrix as a whole…