Peer Review Brand Identity
A brand guidelines pitch for Peer Review, an electronic music DIY collective in Denver.
I regularly created flyers for Peer Review and they didn't have a logo, so I proposed cementing their brand with proper guidelines.
For the logo, the name "Peer Review" had a scientific ring, so I explored imagery around "peer review" and landed on eyeglasses as a theme. I combined the initials P and R and rotated the form to mimic glasses.
Brand colors came from a set of flyers with red and green backgrounds; the collective lit their venue with red and green lights. We dropped blue to avoid an RGB look and stayed with red and green.
Typography used Microgramma (extended, of-the-moment but not overly aggressive) and AgencyFB for a calculated, scientific feel. I also proposed illustrations (wireframed figures and objects), digital components with gritty textures, member ID cards inspired by a Tokyo club, and merchandise concepts including VCR tapes to tie into their video artist's installations.