Electronic music site logo – sketches

I’ve been working on the branding of a new product creating a social space for the electronic dance music scene.

The current logo is the old "grpahic equaliser" - I developed that into a more abstract waveform, that then started to look look like the cut-out shape you see in a razor blade.

 

I have to get the whole DJ cliché out of the way. It was nice that the "J" could be worked into the arm of the deck.

 

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…