Client // Critical Matter
Logo For New Alias And Unknown 'Identity'
Critical Matter is a Drum N Bass DJ and producer who never reveals his identity: neither to the industry nor his fans. Having recently begun performing and producing under the alias ‘Critical Matter’, he now required a new logo for use on artwork, flyers, websites, press and the like.
In approaching Critical Matter’s branding, we began by analysing his music and audience. The central idea was that of mystery, as Critical Matter remains unknown to his audience.Back to top
Capturing 'Entity' And 'Importance' Within Concepts
We aimed for the new brand to reflect Critical Matter’s ‘unknown entity’ image, whilst also working well with his name and existing wide audience.
As a scientific term, ‘matter’ is quite loosely defined as a universal entity that refers to substance or physical objects in general. The idea of the conversion from matter to energy related well with Critical Matter’s productions and we wanted to capture this in our concepts.
Additionally, we wanted to play on the idea of importance, in relation to the term ‘critical’ to give emphasis to the value of the client’s product.Back to top
A Combination Of 'Nothingness' And 'Everything'
The final logo combined a symbol and text.
The symbol had no fill, to reference the scientific definition of ‘matter’; the combination of ‘nothingness’ and ‘everything’. This also represented the mystery of Critical Matter’s identity.
The symbol was made up of an exclamation mark – to represent the ‘critical’ importance of the name and to create a dramatic sense of urgency – and an ‘M’ which is slightly abstract in form in order to create intrigue.
The symbol could be read as ‘I.E.’ the abbreviation for the Latin ‘Id Est’ meaning ‘That Is’, which again conjures ideas of both identity and importance.Back to top
Social Media And Press Pack Designs
Critical Matter required our social media design services for his campaigns on Twitter and Facebook, in relation to his EP release – ‘Abstract Total’. Additionally, we were requested a press pack that needed to generate interest from the relevant magazines and media.
The digital campaign artwork needed to reflect the quality and style of the EP cover design, whilst increasing online engagement and therefore growing the number of listeners.Back to top
Consistency And Creativity
We needed to consider several different platforms simultaneously, whilst maintaining consistency and creativity.
We chose to remain with safer, calmer colours such as green, instead of more ‘dangerous’ colours like red, in order to maintain an image of mystery, thus steering away from colours with subconscious negative connotations.Back to top
Facebook And Twitter Design
The final social media design deliverables included a Facebook timeline banner and profile picture, and a Twitter background, banner and profile picture.
The six-page press pack was designed as an introduction for the relevant media outlets to the ‘Abstrakt Total’ campaign. The press pack held information about Critical Matter’s biography and the release date of his new EP, as well as an embedded mp3 player, to allow the press to review the track directly from the document.Back to top
Represent Ideas Of Energy And Form
In order to create a bespoke artwork that embodies Critical Matter’s brand in a creative and innovative way, we needed to develop an aesthetic that represented both his musical creations and his ethos.
We aimed to develop a design in-keeping with the existing brand; representing ideas of energy, form, magic, mystery and universal matter.Back to top
Type-Based Graphics Exuding Energy
Due to the air of mystery that Critical Matter’s brand is based around, a careful consideration of colours was required. We chose a colour palette that would further enhance the feeling of intrigue and creativity.
With the lack of lyrics due to the nature of the genre, the primary focus falls on the mood of the music rather than a particular subject. For that reason, we based our concepts around type-based graphics, exuding energy, like the track itself.Back to top
Dark Colours, Northern Lights And Enigma
The final artworks were provided in a digital format for the digital single release, for use on iTunes, Beatport and the like.
The use of dark colours, stars, and northern lights created a feeling of otherworldliness and enigma further reiterating the concepts initially conceived during the branding stage.Back to top
- Client: Critical Matter