THrum Recordings promotes the intersection of poetry and music through various collaborations. For branding work, I typically like to conduct a lot of research before I begin sketching. I believe the strongest brands are not overt or obvious forms (so, a wine glass for a winery), but instead elicit deeper core meanings through symbology.
When I begin sketching, I usually pull together client inspiration, my own inspiration, research imagery. The artboard for THrum initially looked something like this:
Because branding work is so personal and abstract, I show two to three distinct concepts in a rough form. The first and second concepts were born out of the various markings to indicate the stress or accent of syllables and of words.
The third concept combined the four basic forms of waves that can be created: triangle, square, sine, and triangle.
The end result combined the color palette of the first concept with the form of the second.