I was approached by Archie to create a visual identity the mirrored his personality as well as the style of music he produces.
After talking things over with him, we concluded that a ‘signature’ based logo would work the strongest. We also decided that in such a heavily image saturated market that an obvious music based icon wouldn’t quite portray his style correctly.
The logo has ended up being a strong and powerful mark, complimented by the smoothness of its rounded corners. This links back to the powerful messages in Archie’s music but also the soft tones in his voice when he sings.