I’m old. Born in 70’s, I have difficulty understanding the later generations, and it’s not limited to understanding younger Australians (which being a foreigner and not having a shared cultural history adds to the complexity), even in Iran understanding the youth was difficult for me. Note there’s no negative undertone to my words; younger generations are way different than me and experiencing a different world from what I saw as a kid. They see and so think differently.
Now, why I’m bringing my midlife crisis into the business of design? Because I want to say it’s very challenging for an old, Middle Eastern guy to design a logo for an Australian musician perhaps a decade younger than himself. Remember, I’m coming from a country which western pop music is officially illegal.
I remember as a kid in Tehran, my older cousins used to party with the 70’s disco music, but they had to dim the lights and hang blankets behind the windows so the police and militia won’t notice there’s a party going on and arrest them. Of course, unfortunately, we were not that lucky, or careful all the time and sometimes we ended up running on rooftops and throwing drink bottles to neighbour’s yard in the middle of the night, removing “evidence”.
Apollo's Echo logo" data-medium-file="https://i1.wp.com/www.kasra.com.au/emigre/wp-content/uploads/2016/08/logo-e1504081675342.png?fit=128%2C127" data-large-file="https://i1.wp.com/www.kasra.com.au/emigre/wp-content/uploads/2016/08/logo-e1504081675342.png?fit=128%2C127" loading="lazy" class="alignright wp-image-1911 size-full" alt="Apollo's Echo logo" width="262" height="260">These ordeals are certainly not good CV bullet points for designing a logo for a Canberra based trendy musician.
Appolo’s echo is a Canberra based growing music project by drummer Mark Levers and his friends.The focus is on 70’s pop and soul classic vinyl as well as making their own original music.
It would be too easy to put some visual elements of the disco era to create the “retro look”, but I tried to re-interpret the 70’s and create a modern look for a living band in the 21st century, not a mimic of dead people of the 70’s. In addition to the challenge I’ve made for myself, I had also a real challenge: the name is too long and hence difficult to put together visually.
I’ve made various typographic manoeuvres for creating a balance of positive and negative space but none of them satisfied me. Also, I wanted the design to be risky and alternative to common conceptions of a pop music band. Australian younger generation — from my own observations — like design to be edgy.
Back to the question of negative and positive space in design, I decided to use a blocky typography so the words can fill each other’s negative spaces and interwind. Also, the Hellenic, enigmatic name evokes the feeling of deliberately being difficult to understand, like a maze or riddle.
Apollo's Echo CD design" data-medium-file="https://i1.wp.com/www.kasra.com.au/emigre/wp-content/uploads/2016/08/CD.jpg?fit=300%2C300" data-large-file="https://i1.wp.com/www.kasra.com.au/emigre/wp-content/uploads/2016/08/CD.jpg?fit=430%2C430" loading="lazy" class="alignright wp-image-1913 size-medium" alt="Apollo's Echo CD design" width="300" height="300" srcset="https://i1.wp.com/www.kasra.com.au/emigre/wp-content/uploads/2016/08/CD.jpg?resize=300%2C300 300w, https://i1.wp.com/www.kasra.com.au/emigre/wp-content/uploads/2016/08/CD.jpg?resize=150%2C150 150w, https://i1.wp.com/www.kasra.com.au/emigre/wp-content/uploads/2016/08/CD.jpg?resize=60%2C60 60w, https://i1.wp.com/www.kasra.com.au/emigre/wp-content/uploads/2016/08/CD.jpg?resize=50%2C50 50w, https://i1.wp.com/www.kasra.com.au/emigre/wp-content/uploads/2016/08/CD.jpg?w=430 430w" sizes="(max-width: 300px) 100vw, 300px">Interestingly, there is an ancient Persian typography technic named Bannaei script, which has the very same specifications; geometric, maze-like, enigmatic, black and white, and with a uniform line width. It used on buildings and put together by mosaics of the same size, and that’s the origin of the name “Bannaei” (Masonry).
So I’ve created this typography for the logo which I think I think is edgy enough for a Canberra based band, a logo with hidden, ancient Asian identity under its skin, and modern and minimalist like circuits of a chip at the same time.
I dislike irrelevant and out of context usage of foreign cultural elements as much as I dislike the fake “retro” design which is prevalent these days. But this design really happened organically and not because of my background. That’s why I like it. To me, it is very Australian indeed. A beautiful, organic mix of the best of the different cultures.
So here you are; your trendy designer from the dusty streets of the angry Middle East.