The brief from Tom for the Geezah Sound System brand identity was simple. It needed to be able to be used as a stencil and applied easily to any rental equipment or custom PA designs. Franklin started with a classic type design from Paul Renner, Futura Medium Italic. He then added subtle cut marks to the counters of the ‘g’, ‘e’, and ‘a’ character making them suitable for stencilling. Playing on the idea of these cuts being shadows Franklin added similar cuts to the ‘z’, and ‘h’ letter forms following either a curve or straight line as the perceived shadow. The result was a clean, instantly recognisable brand logo that could be easily applied to any piece of sound or stage equipment.
Creative Direction: Stephen Franklin
Graphic Design: Stephen Franklin