Chains of XII Logo Project
This logo project is a strong example of my branding and logo design workflow. I always begin by identifying the core concept a client is trying to communicate through their brand. From there, I focus on research, mainly analyzing what works within the specific industry to ensure the design feels relevant and intentional.
For this project, the focus was the music industry, specifically hard rock, which called for a bold, aggressive, and edgy visual direction. After establishing this foundation, I moved into sketching multiple concepts to explore what resonated and what felt most effective. Defining the core idea at this stage is crucial, as it allows the concept to be refined, strengthened, and fully realized during the digital design phase.
Early Design Concepts.
These early sketches capture the exploratory phase of the process, where ideas are quickly translated onto the page without over-restriction. This stage allows concepts to evolve organically, helping identify what feels strong and worth developing further. For this project, the focus was on integrating chain motifs, gritty textures, and a raw, grunge-inspired aesthetic to reflect the visual language commonly associated with metal and hard rock bands.
Digital Exploration
After the sketching stage, I move into digital exploration, selecting the strongest concepts and translating them into digital form, often using industry-standard design tools within the Adobe suite. This phase focuses on refining structure, typography, and visual details, while also allowing room for new ideas to emerge, often leading to the final direction seen above at the beginning of this page.
Bonus Merch Design
Alongside the logo and brand identity, I created sample merchandise to show how the visual system could extend into real-world applications. The name Chains of XII represents the band’s connection to one another, with each member linked through their shared birth month December, represented by the number twelve. To reflect this concept, the back of the merch features the band members’ birth dates running vertically along the spine, visually connecting them. The typography mirrors the style used in the logo, reinforcing cohesion across the brand.