Branding Sheffield’s freshest pro audio company
I was asked by DEM Audio to design a brand identity for their event management and audio equipment hire company, based in Sheffield, UK. Specialised in bass-driven custom sound systems, it only felt right to create a logo based on movement and waveforms. I took the sawtooth wave (A very loud and coarse sounding waveform) and used it as a sculpting tool to carve out the letters DEM. The result was a boxy monospaced font that resembled a sequence of speaker cabinets.
The colour palette for the brand is based around the club experience. The nature of their work means that they spend a great deal of their time in dark rooms, so a rich black was chosen with piercing highlights of electric blue to resemble club lighting.
To add style and personality to the imagery used to advertise their equipment, a series of illustrations were created to act as an overlay to demonstrate the movement and function of the product. These branding elements were then rolled out across the company stationery, merchandise, digital marketing material and website.