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Gavin Brehm

Gavin Brehm is a design consultant specializing in generative design—that is, the use of computational methods to generate thousands of design permutations according to input goals. I took the opportunity to design his brand and challenge the orthodoxy of what it means to be a logo.

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Service

Innovation Strategy, Brand Design

Client

Gavin Brehm Design​

Year

2020​

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Gavin Brehm is a generative design consultant.

He specializes in using computational algorithms to generate design iterations for high-end musical instruments. How might we reflect the iterative nature of his design process in his brand?

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Making

Unseen

Connections

Using data-driven design and research tools to uncover insights other people aren't seeing.

Disrupting

Industry

Norms

Challenging orthodoxies of how musical instruments are supposed to be designed.

Enhancing

Human

Craftsmanship

Respecting master craftsmen, but modernizing their processes.

Pushing

What's

Possible

Using cutting-edge design, and materials science to raise the bar for instrument performance.

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I wanted to challenge the orthodoxy of what it means to be a logo.

I designed Gavin's brand around a dynamic, ever-changing mark to reflect the iterative nature of his design process.

We chose a bold black-and-white color scheme to reflect the tuxedos worn by concert bands and orchestras.

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Does a logo have to be a static image? Is a brand a logo? What is a brand, anyway? These were questions I wanted to tackle as I redesigned Gavin's brand. My conclusion: a brand is a feeling. With logos, language, colors, fonts, offerings, there are no rules, as long as they contribute positively to that feeling. 

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