David Hayter contacted will for a brand identity after David made a guest appearance on Will's podcast. David wanted something iconoclastic, inclusive, and badass, that spoke to the highly creative products his company produced, while also giving a touch of 80s flare.
75% of people recognize a brand by its logo. 42% of consumers believe a logo effectively communicates a brand's personality. 60% of consumers will avoid a brand with a logo they find odd, ugly, or unappealing.
David wanted something iconoclastic, inclusive, and badass. He fell in love with the idea of the logo encompassing the director's viewfinder and of representing fast, forward movement.
The final logo touched on all aspects of the look and feel for this brand. This logo encompasses the director's viewfinder and the electric, striking imagery that ensues in his work.