Reverb Brand Identity

2019 - Student Work

Reverb is a fictional record store based out of Detroit, Michigan. This project involved creating a cohesive brand identity for the shop. The creative breed provided the guidelines of avoiding clichéd images involving reggae or graffiti and instead something more creatively focused on basslines and electronic music as a whole.

Logo Anatomy

Detroit is a city full of history, music or other; Reverb’s new logo is meant to feel like it is apart of that history. Record stores are associated with the history of music, but as vinyl sales continue to rise as the new generations discover the magic of the format, a record store needs to feel contempory, yet long-established. The new logo looks just as at home on a website as it does on a record sleeve, and will simultaniously appeal to all generations of recordheads.


The two primary typefaces used are Futura and Morganite. Both typefaces, when used in combination of Reverb’s other brand elements, radiate a 70’s vintage feel, while remaining contemporary and legible.


Reverb’s colors are a reflection of the city it was born in: Detroit. The colors are subdued, giving a sense of age, yet have a whole lot of soul left in ‘em. The pallette is centered around a red which elicits the memories of shiny new Corvettes rolling out of the factory, or cheering on The Wings at the local stadium.




Supporting Elements

The "Eye"

Primary illustrative element of Reverb;
The Eye can be used in a variety of,
applications and be implemented in
any combination of brand colors


When using “The Eye,” or any
photography, distress should be applied
to create an aged/vintage appearance.

Process Statement

From the very beginning of the project, I knew that I wanted the final product to appeal to both the older generation of record store customers who grew up with the format and still have a strong love and nostalgia for them, as well as the younger generation who are just discovering the magic vinyl and the experience of visiting a record store. My entire direction began to take form once I created my final logo, a thick-stroked script logotype with a large solid colored drop shadow, topped with a small header featuring the city and state. The logo captures the feeling of being contemporary and modern, while not straying far from its long, established history. From here, I relied on bold and simple typography, along with a simple color palette, a mesmerizing, repeating illustration, and heavy use of distressing on a variety of elements to build upon a brand that feels simultaneously new and old, historical yet fresh, and above all; inviting to those who love music. As I was working through solutions to the visual identity of the brand, I came upon the revelation that I also had the power to give Reverb a voice, which when paired with a strong complementary visual identity, could give Reverb a tangible personality. More so than just a refreshed look, a personality provides something customers can latch onto and associate with. The goal then became, how can I make Reverb YOUR record store? That is to say, create a brand in which recordheads of all ages want to be associated with, and be proud to tell others about THEIR record store. The personality of Reverb comes across most strongly in the two posters I created which serve the purpose of playing up the physical qualities of Vinyl. The voice of Reverb in these posters give records a nearly supernatural quality; most young people today have only experienced music in the digital form, thus the experience of creating music by putting needle to groove feels supernatural in and of itself. Overall, this was one of the most enjoyable projects I have had the pleasure of working on as it combined my love for records and music with my love of visual design and I believe that is reflected in my final product, which I am very proud to share.

Featured in Student Design Show:

ARTIST: Connor Smith
As a designer the presentation of your work can be just as important as the work itself. This piece is a representation of student, Connor Smith's final project presentation. Although each student's presentation was done as a digital file, this piece acts as a snapshot of all slides that were part of his final presentation. The range and depth of his work shows the student's rich understanding of all the moving parts required in creating and managing multiple brand assets so that in the end there is cohesiveness among all the touchpoint."