Logo Identity: Pete Davies

Pete Davies, a musician in the vein of The Beatles, ELO, and The Beach Boys, is a distinguished singer-songwriter. Looking for a logo idenity 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 person next door’, we needed to assert traits of a down to earth, supportive, faithful person 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 made the choice to utilise a modern vernacular to carry the design.


Keeping everything lowercase and casual, the choice of a light-weight typeface lets the logotype rest while the large x-height keeps it confident and truthful.

Solution Two

Still ensuring simplicity, 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 to 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’ aesthetic.

Solution Four

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

Final Delivery

The client decided to go with solution three, seeing the value of the vintage aesthetic in conjunction with his music. This was then applied across all touchpoints including relevant social media channels and album artwork.