Revolution Record House
2021
Revolution Record House is a brand concept based in Austin, Texas. More than the average record store, it celebrates the arts, provides an outlet for creativity to be voiced and heard, and inspires a revolution of self-expression within the community.
Responsibilities
As the sole designer on
the project, my roles and responsibilities spanned research, branding, and identity.
Goal
Create a cohesive brand identity and guidelines through naming, logo design, typography, color palette, and branded elements.
Challenge
Building a flexible and robust brand foundation to develop a bold identity using the logo design as the starting point.
Target Audience
The target audience includes adults aged 18 to 45 years old. Most live within the city or the metropolitan area. All have a strong love for music and art.
Moodboard & Sketching
My visual aesthetic was a contradiction, in a sense. I leaned into retro-inspired styles, to pay homage to those before Revolution Record House, but also stayed clearly modern. The idea was to take certain aspects from record store brands I encountered and recontextualize them into something new and relevant.
Going Digital
I played with the idea of including an element of movement, sound, or waves as part of the symbol, which resulted in most of my digital drafts containing fine lines. After receiving feedback from my peers, I realized those fine details wouldn’t allow easy adaptability and scalability. Switching gears, I turned to focus on the first iteration (top left) and found that going simpler was better for this specific project and offered a bolder solution.
Typography, Color Palette, & Patterns
The display and logotype, Stolzl, is bold with a curved and blocky geometry that matches the weight and shapes of the logo symbol. The body type, Myriad Pro, possesses complementary qualities to the display type and is easy to read.
—Soft, natural, vibrant, and fun colors make the brand come to life.
Final Solution
Once I finalized the logo design, typography, and color palette, it was time to keep moving and grooving. Using the now-established brand standards, I experimented with and incorporated different components to meet the project deliverables and dynamically expand the brand while remaining cohesive.
Reflection
This project truly exceeded my expectations. The logo was successful in its simple boldness and ability to be flexible and expandable throughout the branding. The branding was a respectful nod to the past while still maintaining a modern presence and vibrant relevance. It elevated Revolution Record House and set it apart from competitors as a unique record store and memorable multimedia experience.
Molding and building Revolution Record House from the ground up was a wonderful challenge. I’m part of the arts community and felt strongly connected to the brand and its mission. My biggest takeaways were to stay humble and open during the design process. The feedback I received through discussions with my peers was so meaningful and crucial throughout the entirety of this project.