Program Records | Visual Identity | Conceptual Project | Master of Communication Design | 2017
An identity proposal for a newly established local vinyl record pressing company Program Records. This concept investigates the intersection between humans and machines through the action of pressing.
Vinyl is known for its ability to capture the ‘liveness’ and ‘warmth’ of music, which are inherently human characteristics. Yet the means of production for vinyl is an industrial, mechanical process, created through pressing, a physical and somewhat violent action.
By using photographic images of pressed faces, the visual identity for Program Records playfully unites man and the machine. The distorted images feel low-fi, raw, ‘in ya face’, irreverent and a little subversive compared to the air brushed, digitally retouched images we are usually exposed to.
The logomark also plays with the notion of pressing and is designed to feel like die cut lettering. Each counter then becomes a peep hole into the layer below and like a record, implies that ‘it’s what’s inside that counts’.