Rationale

For the practical side of this module, I chose to re-brand a rap artist who goes by the rap name ‘Two One Six.’ Two One Six is an example of a solo artist who does not seek to be ‘commercial’, but like most rappers, he is in hope of gaining a level of recognition through his music.

The logo subtly incorporates a hashtag symbol divided into two. The hashtag is a reference to the artist’s lyrical focus on typography and letterforms. By using a hashtag, the logo takes a strategic, grid-like structure. It also subtly resembles a word search puzzle, particularly in alternative logo variations where it is surrounded with a black border. The division of the hashtag reveals two capital ‘H’ on top of one another. This stands for the music genre ‘Hip Hop’. The double ‘H’ also resembles a ladder, symbolising the process of climbing a ‘ladder of success’ to become a successful rapper.

The use of a hashtag could also be interpreted as a reference to social networking. As branding has become hugely dependent on promotional site such as Facebook, Twitter and Instagram, it is almost impossible to successfully promote an organisation or individual without a consciousness of digital alternatives. 

The contrast of producing users with a hand-crafted business card and foiled vinyl record sleeve, with a set of brand guidelines aims to promote an honest example of the contradictions faced in successful branding.