Milo J Tour.
Branding / Product Design
Project Brief.
Create custom-drawn letterforms that convey the brand attributes of the artist. Expand the logotype into a minimum of five applications.
Refining the Idea.
Milo J is a trap latino artist from the greater Buenos Aires Province who especially caught my attention with the release of his album La Vida Era Más Corta where he introduced the use of indigenous singing and lyrics in his music. This affirmed my idea of addressing and including imagery of indigenous oppression within my designs. I wanted to address a current problem, such as indigenous oppression and bring attention to it, just like he has done within his music.
Developing the Imagery.
When considering the direction I wanted to take the conceptual branding of a tour for Milo J, it took me a little bit to settle on a direction that I wanted to push. I explored ideas of referencing a pseudo-gothic cathedral in his home of Morón(especially taking reference from a Rose window), a blocky style, a style comprised of a circular grid system, but ultimately I chose to develop a modular logotype that alludes to the crowded, maze-like system of streets in Buenos Aires and the surrounding areas.
Defining the System.
I then decided to extend the system by creating two versions of the logotype, condensed and standard versions. This allowed for a slightly more variable system when considering the future applications (like tickets, posters, VIP badges, etc.). I then decided to lean heavily into a dithered gradient map of the imagery to allow for a cohesive style, no matter the photography. The gradient map was applied using the blue color palette, which references the Argentinian flag, but also created a contrast between a feeling of stability and the highly expressive imagery.