Brief 4: Record Store Day - Design Direction

Discussing a design direction with Rowan, we both felt it should be representative of the Jumbo brand, within this we established the in store feel is very relaxed and welcoming. We wanted to embrace the old school feel of the store, as its not all modern new and sparkly, it has character and is a place to engage with music. 

Looking at the imperfection within the logo reminded me of a collage aesthetic, roughly cut to make up the logo, this is also representative of the intendant music scene and is a design process I wanted to explore further. I took the jumbo logo and dissected the letterforms and re arranged them in an abstract pattern. Consulting rowan we both really liked the aesthetic and felt it was instantly representative of the jumbo brand without being too linear in its approach. We identified the opportunity to extend this across a series utilising different compositions and letterforms to create a series with unlimited potential that is reflective of Jumbo's Aesthetic.