AWE Records, a tight knit, independent hip-hop record label with big aspirations needed an identity that reflected that. The shape of the logo itself mimics that of an equalizer and recognizes the positive connotations of upward movement in general, while pulling in the distinct attitude of black letter typography.
The blue and gold color palette intentionally breaks from the ubiquitous black and white style of many other hip-hop labels.
The logo was constructed using a strict grid. Using that same grid, a custom, modern black letter typeface was also designed. Overall, this identity strikes a balance between the old-school vibe ingrained in hip-hop and the modern face of the music industry.
Business card were designed with a unique feature – a circular "record platter" that can spin. The business cards would be constructed by folding card stock in half (like an envelope) with a grommet on the inside that allows the platter to rotate.