Logo refresh for Nanaimo's premier independent record store since 1988
The Challenge
Fascinating Rhythm, Nanaimo's premier record store since 1988, has had the same logo for 25 years. They requested a fresh update while preserving the feel of the existing design. The major requirement was that the design had to be one colour for easy printing on promotional items like tote bags and shirts.
Previous logo
Strategy/Methodology
In the discovery phase, I researched vintage record labels—mainly R&B—for their bold, type-focused layouts and minimal decoration. This gave me a clear visual direction rooted in music that the client enjoyed.
During the planning phase, I identified what to keep from the original logo, like the dancing type, and considered constraints like a one-colour limit and the need for flexibility across formats.
The creative phase involved sketching and iterating with references like the “Fame” label’s lowercase logotype. I refined the type and enclosed it in a shape using negative space to give it a strong, adaptable structure.
In the application phase, I designed a fun layout for tote bags that mentioned records, CDs, movies, and more. Once the design was finalized, the screen printer handled the test prints and final production.
Inspiration
Design Process
I kept the dancing type from the original logo as a way to stay connected to the existing identity, but gave it a cleaner, more intentional look. The all-lowercase style was influenced by the “Fame” record label, which helped guide the tone. I used negative space to contain the type in a solid shape, making the logo feel sturdy and adaptable. The final soft blue was pulled from shelving in the store, helping the new design feel right at home in the space.
Ideation
Example of logo in use
Solution/Contribution
I kept the dancing type from the original logo as a way to stay connected to the existing identity, but gave it a cleaner, more intentional look. The all-lowercase style was influenced by the “Fame” record label, which helped guide the tone. The final soft blue was pulled from shelving in the store, helping the new design feel right at home in the space.
Takeaways
I enjoyed the process, getting to work with a client I liked. He was easy to work with and encouraged creative freedom. I learned that logo design is something I’d like to do more of, along with designing the collateral materials too. I’m not sure I would change much if I had more time, maybe design more merchandise to feature the logo.
Previous logo
Inspiration
Ideation
Example of logo in use