His initial logo was an insert for a 7" single record, the insert allowed single records—with their large holes—to be played on standard record players. This was one of the earliest instances of how our media—the analog record—could be modified in order for us to utilize it's contents, i.e., listen to music.

We wanted to keep this initial concept intact, while creating an identity that was more appropriate for the technology sector that our client's company deals in. To do this, we simply extracted the 7" single insert from the record and in it's place we inserted the letter "C" to represent "Culture." 

Twisting the letter C 45 degrees counter clockwise made the mark look more like a 7" single record, while also giving the mark more of a "techy" feel.

The analog roots of media and their tactility was important to our client, so we had to create an identity package that was techy, but still harkened back to the palpable feel of analog media. We found that using a serious black and white color palette with sans serif type kept things looking technical, while thick card stock and letterpress printing added a feeling of tactility.