Will Clarke Typographic brand identity

Will Clarke is an established Dj and Producer. Signed to Dirty Bird he frequently tours the States, has remixed for Idris Elba and his own tracks are regularly played by legends such as Carl Cox, Pete Tong & Annie Mac. 

The brief stipulated that the new identity should be clean and simple. With this in mind it was decided that the marque would be a minimal logotype with no additional symbol. However, the angled letters - W, A, R, K - in addition to the negative space of the triple L's, would make this typographically challenging.

Focusing on the angles for the bespoke type, the Greek sigma sign was employed to replace the E, reflecting and balancing the negative space generated by the K. A minimal look was further reinforced via the removal of unnecessary character elements where suitable. Negative space generated by the three L's was addressed by shortening the horizontal arm of two.

To carry the identity through the marketing collateral, two subtle, angled lines were employed as a graphic device using a blend mode to create an elegant interaction between the images and the new wordmark. This styling was then consistently applied throughout.