Portfolio Identity Daddies Junky Music Identity Daddies Junky Music Identity
The Brief:
Daddies Junky Music provides a knowledgeable staff of music enthusiasts to help its customers select the best instrument for their needs from a large variety of new and used equipment. Already popular with the 35-50 year old age group, Daddies wishes to expand its target audience to the younger crowd of 20-35 years. A new identity is requested that will communicate the pleasure, dedication and satisfaction of playing an instrument. Daddies’ current reputation, and the majority of our sales, center on the guitar so it is requested that this be an element in the logo. The existing Red and Black color scheme should also be retained.
The Concept:
The brief for the project was specific in its requirements so the concept focused on capturing the intensity of a guitarist in action. An elegant 2D rendering style was chosen so as not to interfere with the emotion.
The Solution:
The logo was built using musical elements that combine to form the image of a guitarist. Single notes built up the face and a chord was used for the fingers. The pose of the guitarist, leaning close to the neck of the guitar, emphasizes the intense concentration and dedication. A play on figure/ ground reveals one face showing a clam composed player and that of a screaming rocker. This is intended to relate to the existing audience and target the younger generation.
