PROJECT
NATURKLANG
CLIENT
INDEPENDENT
ROLE
DESIGN DIRECTOR
CONTRIBUTION
DESIGN DIRECTION
BRAND DESIGN
NAMING
LOGO DESIGN
VISUAL IDENTITY
UX/UI DESIGN
YEAR
2020
INDUSTRY
MUSIC
A brand design identity primarily driven from an aesthetic and conceptual art perspective. It draws inspiration from nature and integrates its abstract elements to craft a brand identity that balances minimalism and boldness, creating a fresh visual narrative.
01.
Context
I’ve been developing a personal music and art project for some time. There’s a need to establish a name and design a logo for this project. The goal is to create a flexible brand identity system for a music label that can also adapt across various media. Design a unique brand identity for a record label that embodies the essence of nature through a contemporary lens. The focus is on crafting a unified design system that merges modern aesthetics with the organic beauty of nature. This system should be versatile across both physical and digital media, including digital interface design. The outcome should be a visually engaging brand experience that reflects current industry trends while creating a harmonious blend between the natural world and a contemporary art style.
02.
Approach
Drawing inspiration from nature, music, and art, we can engage in a dynamic brainstorming process to generate ideas and articulate a brand name that is both conceptually resonant and memorable. By embracing a freestyle creative approach, we open up opportunities to explore various visual design directions for the brand identity. Abstract elements from the chosen inspirations are then blended into a consistent visual narrative that is distinctive and evocative. The concept evolves through a systematic yet imaginative process, resulting in a brand identity that is not only compelling but also remains true to its origins.
03.
Outcome
Originally conceived as a personal project focused on defining a name and designing a music label logo, the initiative evolved into a broader brand identity and merged with another venture called Forst. The focus shifted to art and design direction, aiming to create a flexible system adaptable to various physical and digital assets. Engaging in experimental projects offers invaluable opportunities to explore, develop, and learn new creative methods. By following personal passions, we can discover projects that open new horizons for innovation and creation.
Logo
Naming and designed logo with its main applications.
20+
Ideas for print and digital branding applications.
PROJECT CASE STUDY
⸺ “Nature is an infinite sphere of which the center is everywhere
and the circumference nowhere.”
05.
Concept
The two elements that form the German word Naturklang serve as the foundation for the brand identity. The abstract meanings of these elements — Natur (Nature) and Klang (Sound) — shape and guide the design. The visual identity system is built around the abstraction of the number 5 and the horizon line, both of which are found in nature and music:
▲ Everything in nature is made up of five elements
▲ The human body is organised into groups of five
▲ The music staff (or stave) consists of five lines
▲ The most universal scale (pentatonic) has five notes
▲ The number five is symbolic of balance
⸺ Naturklang is the fundamental sound, the sound of nature. As in nature, the direction is simple and minimal, yet bold. Nature is simple yet complex, basic yet powerful. It's something we can trust.
06.
Design Direction
Nature is simple yet complex, basic yet powerful. It’s something we can trust. The design embodies this philosophy through imagery, layout, typography, and interaction. Drawing from elements of nature and music, the design direction is minimalistic and balanced, with a carefully selected colour palette. A touch of texture adds a tactile, edgy feel, while layout and interaction work together to create a fresh yet timeless design.
Typography is modern and bold, echoing the power found in nature. The chosen typeface, Surt, is a Norse sans-serif inspired by Norse mythology and Scandinavian architecture. It bridges the precision of geometric forms with the warmth of human craftsmanship. Its straightforward design reflects the Scandinavian influence, offering versatile applications.
Imagery uses a muted colour palette to create a pale, subdued tone that contrasts with sharp, brightly lit design elements. Visual treatments, such as texture overlays, can be applied to integrate images seamlessly into the overall design. Natural textures, like stone, reinforce the concept, while the imagery itself remains bold and minimal. The layout is somewhat classic but incorporates elements like broken grids and generous white space to create harmony and simplicity. This fluid and flexible approach is especially important for interface design, where it complements animation.
The colour palette is simple and restrained, dominated by cool tones with low saturation. White and black are the primary colours, with a vivid green accent adding contrast against the dim imagery. This use of colour supports the design’s fresh, bold aesthetic.
Naturklang is the fundamental sound, the sound of nature. As in nature, the direction is simple and minimal, yet bold. Nature is simple yet complex, basic yet powerful. It's something we can trust ●
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