In early conversations, it became clear that Sam’s strength is his ability to connect with fans on a personal level. We realized that people connect with each other when they feel welcomed and valued, so we built a brand that embraces humility and inclusivity in every interaction.

I designed a logo and supporting visual elements to support this core idea of humility and inclusivity.  I explored various options, using a stark black and white primary pallet, and simple shapes joined with type.

What we landed on was a flexible identity system leveraging the idea of remixed sound samples. I created one primary logo, but also several “remixes” of the logo,  using the same core elements.