WorkBranding, Visual System

The branding system for the Munich based music label _Ground was inspired by soil layers. The idea of different layers of earth is translated into a visual system by assigning a different handdrawn black and white pattern to each section and artist of the label. So everytime the label signs a new artist or adds a new section, another layer is added to the visual system. This abstractly visualizes the diversity of the label and the complexity of their activities. This system is combined with a clean but remarkable logotype. The underscore in the logo being a symbol for the ground itself.

We developed a set of printed applications, consisting of stationery, complimentary cards, envelopes and business cards. All feature a different set of patterns on the back and can be combined to produce a bigger set of layers.