White did several hand-lettering samples for the client to choose from.
Artillery Drums is a drum manufacturer in the United Kingdom, processing military grade metals into top range drums. They hired Joe White of Ye Olde Studio in London to create a logo design and emblem for their product. “The main idea for this brand was to create something in line with the industry, but also show a military theme,” White says.
“When I’m asked to produce a brand, often a crest will be a part of this, along with many other elements. I often refer to my designs as badges or emblems.”
Artillery Drums wanted the full monty with this brand—custom lettering and an emblem similar to a military insignia. “They wanted a custom typeface to distinguish their company from the others and work well as a logotype without any exterior decorations or symbols,” he notes. He produced several custom typefaces, each referencing a heavy metal music style, for the client to choose from, along with four different design directions.
“In the final stages, I also produced a detailed badge along with several other branding elements. Some of the elements are a little worn, where as others are much cleaner,” White notes. “This allows the company to dress up or dress down to suit any event or product without losing sight of the original brand.”
“What’s great in this day and age is that we are free to explore all of these old styles into new, modern approaches for branding.”
—Joe White
White did several hand-lettering samples for the client to choose from.
Taking his initial lettering samples, White did some preliminary logo designs, mixing and matching type styles to see what would work with each design.
Here he focused on trademarks for Artillery Drums.
There are two versions of the final crest logos, which can be used in either white or black. On the detailed, letterpress-printed logo, the drum sticks emerge from the top and bottom of the crest.
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