THE BAND

Goal: to create a logotype, brand identity, and a brand book for hookah club.

Business goal: to create a logo without using inside-the-box images of hookahs and coffee shops, which are common for a number of cafes and restaurants. The logo should be strict, memorable and reflect the naming of the club.

Idea

The brand logo "The Band" is a combined one, which consists of a symbol and a font composition. The symbol is based on a triangle figure. The text component of the brand name is written by chopped type. The general idea of the logo is to reflect the activity, to make a statement on the market, to display the premium class at budget prices.

Logo’s basic version

Bicolor image of the logo
set against a light background

Monochrome image of the logo
set against light background

Bicolor image of the logo set
against dark background

Brand colors

GhostWhite

HEX #F8F8FF
RGB 248, 248, 255
CMYK 3%, 3%, 0%, 1%

Black

HEX #000000
RGB 0, 0, 0
CMYK 0%, 0%, 0%, 100%

Cream Khaki

HEX #C3B091
RGB 195, 176, 145
CMYK 0%, 10%, 26%, 24%

Gray-brown

HEX #363636
RGB 54, 54, 54
CMYK 0%, 0%, 0%, 79%

Color plays a crucial role in the brand identity. Therefore, when developing a corporate style, one should take into account the color’s psychological meaning and the occupied niche.

As the main brand colors were chosen bicolored harmony of grey and beige. This colors union is rather contrasting what meets the needs of people with various visual disorders.

The signature font

For the main texts was chosen Roboto Condensed font headset without serifs to maintain the brand style.

Font family package includes a number of different font types and supports Multi-Language option.

The font has a mechanical skeleton and geometric shape. This grotesque style allows you to preserve the natural rhythm of reading, which is usually found in serif typefaces.

The composition of the main logo is built in the grotesque style of Acherus Militant 1 font, the outline is Bold.

Graphic Patterns

Based on the logo style, brand graphic patterns were developed that should be used for booking the business documents, POS materials, souvenirs, packaging, advertising web layouts, etc.

The combined parts are based on auxiliary elements and geometric shapes. The pattern should be executed in the main palette colors only on brand-name carriers, otherwise, it is possible to do exceptions and use a different color scheme.