AVANTGUARD is a modern record label and music distribution company - the first record label to place artists at the same level of decision-making power as the label itself. AVANTGUARD specializes in innovative music production and high impact storytelling.
AVANTGUARD represents music that is a reflection of a love for the craft. AVANTGUARD aims to push the boundaries of the music industry and bring things to the next level.
AVANTGUARD Records holds a bold, impactful design that will match their brand story and values as a progressive, art-focused, diverse record label with a bit of tasteful edge. Our design approach will create an AVANTGUARD signature, support their claim to an industry-shaking position, and cement their role in the future of the music industry.
This design concept uses variable type and a striking, high-contrast color scheme to bring life and light to the brand’s ideals for strong storytelling. It personifies the very idea of thinking outside of the box with strong geometry combined with lively imagery. It brings modern sensibility to the ideas of ‘avant garde’ for the AVANTGUARD brand.
Black & white logo + ratio
Master logo
Variations
Minimum clear space
Minimum size
Restrictions
RED was chosen as the primary brand color to be striking; it also creates a sense of impact. This specific shade of red is tinted lighter than pure red in order to stand out. It’s only paired with a speciallytinted black and pure white to keep the RED as the focus. This bold color scheme helps to keep AVANTGUARD Records in the center of attention. This color scheme helps to keep things intriguing for all.
Roc Grotesk ExtraWide Heavy
The typeface used for branding is ROC GROTESK in all of its forms. Roc Grotesk was chosen for its vast selection of weights and widths, allowing for a wide range of expression.
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz
1234567890!@/#$%^&*()
Roc Grotesk Condensed Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
1234567890 !@/#$%^&*()
Roc Grotesk Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
1234567890 !@/#$%^&*()
The choice was made to create an iconic logotype - one that represents the tenacity, sustained evolution, and think-outside-the-box attitude of AVANTGUARD. Derived from Roc Grotesk, the variable type creates a sense of motion, of progress, of pushing forward. It also represents experimentation, with bold, all-caps letterforms to literally represent the boldness of the company.
Designers should prioritize the use of the STANDARD logo. In extreme cases, designers my use the STACKED variant of the AVANTGUARD Records logo. The TRUNCATED variant can be used as a decorative pattern.
DO NOT squish the logotype.
DO NOT recolor outside of brand colors*
DO NOT edit the logotype’s geometry.
DO NOT align logo along shape/path*
*Exception: the TRUNCATED logo variant may be manipulated as a pattern.
Stationery is the foundation of our communication with others. We optimized these designs to be bold and striking, yet professional and thoughtful. Together, they make for a tasteful presentation of AVANTGUARD Records’ values.
Letterhead
Envelope
Business cards
Disc Folder
Our signage invokes the strong design language set forth previously in this book, thinking outside the box - literally and figuratively. This makes for dynamic and provocative layouts that adorn any walls.
Entrance
Promotional
Directional
Informational
Indicational
To create a pleasant user experience, AVANTGUARD Record’s user interface design prioritizes a clean, straightforward approach that prioritizes the artists we represent. Our design language shines through in tasteful integration of our signature typography.
Flat design + markup
Mockup
Logo Splash image with featured artist
Latest releases from artists
Navigation & subscription
About section
Top artists from our catalog
Social media & copyright
Navigation in hamburger menu + search
Latest releases from music artists
About section
Top artists from catalog
Copyright Navigation
Social media Newsletter
AVANTGUARD Records merchandise centers the impact of our brand on pop culture, seeking to turn it into another household name that represents boldness, outspokenness, and interesting music in a way no other record label can.
Photos courtesy of Cz4r
Photos courtesy of eanternet
Photos courtesy of osaka de park
Photo of Beyonce via Columbia Records & Parkwood Entertainment
Photos of “SPIDER”/Bladee via YEAR0001
Photos of Doritos & Fritos/100 gecs via Dog Food & Big Beat Records, Inc.
Photos of Pinkpantheress via Elektra Records & Parlophone Records
Studio photo courtesy of eanternet
Photo by Dayvison de Oliveira Silva
https://www.pexels.com/photo/corridor-of-modern-building-with-elevators-5733801/
Photo by Max Vakhtbovych
https://www.pexels.com/photo/lounge-zone-with-couch-and-armchair-near-tv-6899390/
Photo by Dayvison de Oliveira Silva
https://www.pexels.com/photo/entrance-of-modern-geometric-residential-building-5733802/
Stationery mockup via mockups-design.com
https://mockups-design.com/free-creative-stationery-mockup/ Poster mockup via mockupcloud.com
https://www.mockupcloud.com/scene/poster-and-billboard-mockup-scene-02
Poster mockup via @Creatlon on Behance
https://www.behance.net/gallery/131733241/Free-Poster-Mockup
iPhone mockup via Pixeden.com
https://www.pixeden.com/psd-mock-up-templates/gravity-psd-iphone-12-mockup-set iPad mockup via Pixeden.com
https://www.pixeden.com/psd-mock-up-templates/hand-holding-psd-ipad-tablet-mockup Tote bag mockup via graphicburger.com
https://graphicburger.com/canvas-tote-bag-mockup/ Hoodie mockup via mockups-design.com
https://mockups-design.com/free-hoodie-mockup/ Book mockup via mockups-design.com
https://mockups-design.com/free-square-brochure-mockup/
Conceived for GRC 420 at UNLV
