Twelves Wax Record Store

Project

Create an identity system, style guide and environmental signage for a record store opening in downtown Sacramento, California.

This project was important to me because it was my first design project in Sacramento. Im honored to be chosen to to compliment the downtown signage skyline with some of my branding. This record store is a staple of the downtown area because it’s owned by members of the community. They have been putting in groundwork for over fifteen years in the communial arts and music scene.

The design options consist of 2 directions, both of them type based.One is deals with the physical volume of records themselves. How they stack, how they move. How can we interpret the physical volume of records into a logo? So looking at how records stack inspired typographic approach. So I did a photo shoot using cardboard boxes that I could position to create individual letters inspired by the phsicality of records.

For the second direction, we look at the physical act of how people interact with records. Understanding that there is a emotion to placing the needle on the actual record to the process to listening to music made it important to incorporate an option with a needle. And the arm into the x of the logo would I would easily identify with the customer base that this storeis targeted towards.

The clients chose the option with the record player needle.

Next up was an icon that represented the brand that looking at records as inspiration. The decision was a simplistic representation of a record. With the number twelve in the center. the number being a lift from the store name and easily identifiable as a representation of the brand overall.

Finally was the signage with both the icon and the word mark together on the exterior. Other details besides the word mark and the schedule of the stores on the front doors. Together, all these pieces of design create a beautiful branding experience for a vintage record shop located in downtown Sacramento.

Creative Team

Creative Director
Appolllo Bey

Art Director
Appolllo Bey

Designer
Appolllo Bey