Harbor Branding
Stellar Magazine
Leonard’s Web
Groovin’ Logo
AIC Poster
Handsfree
About
GROOVIN’ Fast Pace
Logo Design
Groovin Logo Lockup was a fast pace design test to create a logo word mark for the word “Groovin“ and include the name Devaney and Associates with it. Groovin was to be the “company slogan” for the year. The analogy is to the groove in a vinyl record — the team is so together that it’s like they’re the needle guided by the groove. This logo was made to abstract the grooves from a vinal record and show off a cassette tape from the
60s-70s.
The abstractness of the lines allows for many iterations. One of which is polka dots which were found on many Baltimore jazz posters of the 60s and 70s.
The word “ groovin’ ” originates in jazz slang, referring to music that’s swinging, tight, funky, in the pocket. Baltimore is a city with a great jazz and disco history!
The clear space Is simply the letter “G” taken straight from the Logo. It should be placed at 100% scale on all sides and this applies to every iteration of the logo.
References & Process
Vinyl Records, Sound Waves and Baltimore Jazz history were the main research and Ideation used to design all my drafts and
final Logo. Some drafts focused more into soundwaves. While others focused more on classic Jazz promotional posters and the typefaces that come with that.
I did not want to follow the classic Groovy and funky typefaces that most think of. Anyone can do that and I needed to show my ability to push outside the box.
Drafts
These are some directions I did not end up exploring much further except for the very last concept. This final dratf became the fuel to my final iterations.