We have recently just finished a project to design a new logo for an up and coming DJ called DJ BRUT. We thought we would detail the design process from start to finish, to show how the final logo is achieved.

The Brief

Getting a good brief is the most essential part of the design process. It gives you a clear indicated of the clients likes and dislikes. Having a good brief from day one saves a lot of wasted time for both designer, and client.

DJ BRUT is an up and coming DJ within the house and drum ‘n’ bass music scene. He plays at clubs, but can also be hired to play at weddings, house parties and corporate events. After some initial correspondence with the client, we managed to take down a detailed brief, and come up with some ideas for the style of the logo, and what elements he wanted to be incorporated. A classic and simple look was the order of the day. Something that would not look out of place if used on a Champagne bottle, or, the badge for a high end luxury car. Fred Perry and Cadillac were noted as logos that the client liked. Both of these contained a wreath, which was an element that was to be incorporated in the design.

Research and initial concepts

We now began the process of coming up with some initial concepts for the logo. After a good look at the brief we jotted down the elements that were essential to the logo.

• Wreath
• The letters DJ only to be included if they were small
• The word BRUT to be in capital letters

And elements that were a big no no.

• No headphones, needles, turntables or any other visual reference to DJ’ing
• No graffiti or tagging style text
• Nothing that resembles skateboard clothing

We quickly drafted up a couple of designs to make sure we were going down the right path. These designs were then sent to the client, who was pleased with the direction we had taken.

Working up the design

As a rule, nearly all the logos we produce are vectors. Vectors are a lot more versatile than bitmap images as they can be scaled to any size without any loss in quality. After reviewing the initial concepts, the client decided that he would like the colour to be silver, possibly a chrome metal effect. As the logo was to be used for signage, we were a bit apprehensive to work it up as a bitmap, but after consultation with the client, we realised that a crisp bitmap image could be achieved at the dimensions for his sign. We took the clients feedback onboard and suggested certain elements that we thought might improve the design. Elements that were to be included in the next revision were:

• Silver/chrome colour
• The word BRUT to be in capitals and underneath the wreath
• Add DJ in small letters at the top of the wreath
• Give the wreath a more circular shape

After refining the design and taking the new criteria into consideration, the first draft was worked up and sent to the client.

The Final logo

The first draft received very positive feedback from the client;

“Looking really good. Definitely what i’m looking for. If we could just give it more of a shinney chrome look, and perhaps try a large B in the centre, and I think it’s there”.

The amends were made and the final draft of the logo was sent to the client.

“The final logo looks awesome. Better than I ever hoped. Thanks for doing such a good job”.