After researching brutalism within graphic design and understanding the characteristics to consider, I began to create prototypes of my brutalist record store concept.
Below is an initial list of assets I intend to create throughout the brutalist record store development;
- Brutalist Website
- Logo and branding (Social media displays, slogans, templates for events or announcements)
- Exclusive products and variants (Vinyl records)
- Additional accessories (extra products such as vinyl care or storage)
- Interior design for the shop (possible 3D modelling)
- Brand ‘Manifesto’ magazine
In order to begin developing my brand, I needed to decide on a name which was recognisable but also fit the brutalist aesthetic I want to create. Taking this into consideration, I decided on the name ‘extrvtd’ which is shortened from ‘extroverted’. I chose this name as the word extroverted means ‘outgoing’ and ‘confident’ which I believe describes the brutalist movement appropriately. Using this, I began creating a logo based on the word which I wanted to incorporate the letter E. Below is my initial solution to this;
After designing a suitable logo, I began to create a prototype website. My initial thoughts were to develop a simplified theme with just the most important assets. This includes the logo, name and slogan which can be seen in Figure 2. To compliment this, I created a skewed menu bar which users would interact with to reach various parts of the website such as the shop or their account to view orders. This menu can be seen in Figure 3 and although it is simple, it’s effective at presenting a brutalist theme because it’s so raw. In addition it’s also easily customisable if I decided to change the colour theme of the site.
The next steps for me were to design some accessories that would be purchasable in the store. For demonstration purposes, I have used existing images for a record case as well as a record weight, however tote bag and slip mats were taken by myself and edited to create a mock up. I intend to create more products for the store which could potentially include care products for vinyl records as well as posters potentially.
While on the topic of products for the record store, I quickly developed a mock up for a custom vinyl record. The intention behind this is that the store would offer exclusive pressings of these albums that would feature a custom ‘obi strip’. For this example, I have used ‘nothing, nowhere’s’ EP, ‘BLOODLUST’ which has never had an official pressing. In this case, the record store would offer a one off exclusive ‘splatter variant’ which couldn’t be found anywhere else.
This technique can be used for any album possible and would allow for additional creative ventures in regards to artwork, the obi-strip as well as the variant itself.
Finally, I have considered developing a ‘brand manifesto’ which would be a physical visual piece such as a magazine or booklet. The intention with this is to create something that customers would be able to purchase (or potentially included within purchases) and understand the meanings behind the design process. Due to the nature of brutalism, it’s possible that people won’t understand why the website or store is designed the way it is, which is what the visual booklet would detail for them.
Further Notes
Aside from the design pieces presented above, I would like to experiment with designing the full interior for the record store. This would be sketched out initially and later on in the development process, possibly 3D modelled. Doing this will allow myself to express the brutalist theme through interior and attempt to create a middle ground between the graphic design and architectural definitions.
Before 3D modelling the store, I would create a detail floor plan that would detail the locations of each asset. This is good to see a rough layout of how the shop would look before any physical planning begun. In Figure 8, I have created a very simple layout to demonstrate how I would initially plan the store and have labelled each asset with a letter that would correspond with an asset, such as a record box.
References
Juno Records (2022) Tonar Vinyl Record Stabiliser Clamp Weight at Juno Records. Juno Records. Available online: https://www.juno.co.uk/products/tonar-vinyl-record-stabiliser-clamp-weight-black/567704-01/ [Accessed 11 Dec. 2022].
HMV (2022) Vinyl Case | Record Case | 12″ LP Storage Box | HMV Store. HMV Store. Available online: https://hmv.com/store/technology/vinyl-accessories/hama-black-lp-storage-case [Accessed 11 Dec. 2022].
Genius (2019) BLOODLUST by nothing,nowhere. Genius. Available online: https://genius.com/albums/Nothingnowhere/Bloodlust [Accessed 11 Dec. 2022].
