Segal

THE BRIEF
Matt Simpson (a.k.a. Segal) is a long-standing music composer, most famous for his TV and film work (Skins, Kiss Me First, Clique, Uncle, We Are Your Friends). He approached me with an incredibly in-depth brief for a new brand identity, which would need rolling out across his Spotify, Soundcloud, Twitter and Twitch account pages.

Being in the creative industry (and subject to some pretty bare bones briefs himself over the years) Matt gave me probably one of the most researched and thought-through briefs I’ve ever received. My challenge was to create a modern logo that utilised themes around nature and growth, particularly post apocalyptic films where flowers and moss have overtaken structures.

THE SOLUTION
I desperately wanted to work in more plant growth into this logo, and researched designs that use that style (especially films like Annihilation). The trouble is, on a small scale, that level of detail (the individual plant vines and small flowers) gets completely lost.

I compromised by using the letter with the most surface area, the ‘A’ to represent root growth, that almost looks as though it’s going to take over the other letters. Then I created a completely custom typeface for the rest of the logotype.

Matt requested a pastel colour scheme (no bright oranges or reds), which I applied to the root ‘blade’ element. It’s a modern choice that works really well in poster format. This allowed me to use the ‘blade’ as another element in the designs (creeping into screen) and this also worked nicely as a standalone element for his profile icons.

SERVICES
Logo Design