‘Stampede’ is a rock night in Soho, London, on Mondays. Laurene Rene from My Passion plays pop-punk, classic rock, current rock, ska, punk and more. The client chose the name ‘Stampede’ because some of the wallpaper in the club had a print design of stampeding horses on it. He wanted something with a grungy feel about it, which could still attract the right demographic due to the location of the club. I created the horse logo, as it appears powerful yet elegant. Adding the textures and ink effect gave the logo the grungy feel the client was looking for. The ratio between the sizes of the circles used in the design is that of the golden ratio, giving the logo a balanced, calming appearance.
I narrowed my typography choices down to 4 different fonts which complimented the logo. I then asked a hundred people with similar music interests from different demographics which type they preferred with the logo. I received a diverse range of feedback, which I then analysed and presented to the client. Despite us all have conflicting opinions the decision was obvious, as we could not argue with the results of the survey. The winning font was a badly produced font, as the glyphs would not line up whilst kerned correctly and it was jagged in areas that were supposed to be smooth. I recreated the letters needed for the logo and added the same texture to the type in order to finalise the logo.
The posters and flyers contain a lot of texture that complimented the logo without overpowering it. The font ‘Knockout’ is used in the posters because it is a complimentary contrast to the font used in the logo. The colours used are calming, adding to the effect that the horse in the logo is powerful yet under control, making it elegant. All this creates a more powerful and memorable overall brand.