Pete Davies, a musician in the vein of The Beatles, ELO, and The Beach Boys, is a distinguished singer-songwriter. Looking for a logo identity to express his brand, Pete Davies needed something that elicited something classically vintage with a warm authenticity.

As a brand, Pete Davies did not want something which was not authentically his everyday self. Pete Davies, naturally aligning with the brand archetype of the ‘regular guy next door’, we needed to assert traits of a down to earth, supportive, faithful friend who easily connects with others. This became the direction for which all decisions were filtered.

Solution One

The client, citing references from James Taylor and Johnny Cash, guided his initial desires to have the logo idenity “as simple as possible”. Using this and coming from the direction of one of the client’s core values of approachability, we experimented to utilise a modern vernacular to carry the design.

Here, keeping everything lowercase and casual, the choice of a light-weight typeface lets the logotype relax while the large x-height keeps it confident and open.

Solution Two

Ensuring simplicity, here we achieved a more “vintage” visual language. Having everything centred and the logotype in consistent uppercase, the logo is strong and confident and proves easily applicable for virtually any application.

Solution Three

Keeping in line with the vintage vernacular for the client, we created a flowing 1970’s-style typeface. More ornamental and decorative, we stepped away slightly from the modern language of previous solutions and showcased what the brand could communicate with another, more ‘handmade’ and thus ‘personal’ aesthetic.

Solution Four

Again, more decorative and flowing, this prototype solution has a vintage voicing yet remains ‘flat’ and modern, voicing to audiences where Pete Davies’ music is coming from.

Final Delivery

We decided to go with solution three, seeing the value of a more rustic aesthetic in conjunction with his music; highlighting the authenticity and honesty of Pete Davies’ desired reputation as an artist. This was then applied across all touchpoints including relevant social media channels and album artwork.