YUOS
Visual Identity Design
Client Project
2024
YUOS is a multidisciplinary artist who merges dance, makeup, and performance into her work. She sought to create a cohesive visual identity that resonates with women, particularly Generation Z and Millennials, to support her aspirations for the Eurovision Song Contest.
Drawing inspiration from cyberpunk, funk and pop aesthetics, particularly the bold use of neon yellow and wavy shapes, we aimed to develop a visual identity that captivates and aligns with her avant-garde artistic vision.
Design Approach
The project began with in-depth discussions to understand YUOS' artistic influences, including her affinity for funk and her desire to convey dynamic energy. Collaborating closely with YUOS, we focused on blending her abstract, futuristic style with a sense of accessibility and relatability for her target audience. This collaborative approach ensured that the visual identity truly reflected her unique artistic essence.
Logo Design
A significant challenge was the readability of YUOS' name given the wavey, abstract style she desired for her logo. We experimented with various typefaces before settling on a custom-modified version of Dharma Gothic Round font, which was hand-adjusted to enhance both the dynamic form and legibility of the logo. This modification not only met the artistic needs but also allowed for future animation possibilities, adding an extra layer of versatility to the brand.
The primary logo features a dynamic, wave-like form, representing the fluidity and movement in YUOS’ performances. This design was crafted to allow for smooth animation in future applications.
A round variant of the logo was created specifically for use in avatars, album stickers, and other circular spaces, ensuring versatility across different mediums.
Colour Palettes
Main Colour Palettes
The core palette features a vibrant neon yellow, synonymous with cyberpunk and pop aesthetics, paired with deep navy and black for contrast and grounding.
The secondary palette includes rich purple, providing flexibility and emotional depth in various contexts.
Additional Colour Pairings
Each palette contains a leading neon colour and a complementary pastel shade, carefully chosen to allow the neon yellow to stand out against darker backgrounds.
Typography
The title font, Rubik, was selected for its consistency with the custom-modified logo font, ensuring a unified look across the brand.
Karla, chosen for smaller text, shares many characteristics with Rubik but offers better readability at reduced sizes.
Both fonts are available on Google Fonts, ensuring ease of use across various platforms, including websites and design tools like Canva.
