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Branding – CHAINOFLOYALTY

CHAINOFLOYATY is the brand alias of hip-hop duo “Young Kizzy & Jai Loyal”. Kizzy hails from Lagos, Nigeria and Jai, the younger brother of Layzie & Flesh-n-Bone of Bone Thugs-N-Harmony, is based in Cleveland, OH. Both have been making some quality solo music since a very long time and now they’re working as a collab to produce worldwide releases, so that people from all around the globe can enjoy them.

Here’s the old logo both were about to use:

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As a designer eye may notice, this logo has one big problem and that is its easiness to memorize. Most people have to read the logo to know what it is. It doesn’t portray anything, it’s basically just a logotype. A logo is something which can be easily remembered, and the next time people see it, it should be easier to recall what it’s all about. I believe, these are the key ingredients of a great logo.

So, the challenge was to create a brand identity that can compete with already existing artist brands. And thus this logo was born:

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The website, www.chainofloyalty.com was also made following the same branding for the sake of consistency. Here’s a screenshot:

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On Social Media

Since almost all artists have consistent branding across all of their social media accounts, we did the same for YK&JL. Here’s how it worked out:

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Here are the links:
Facebook: http://facebook.com/chainofloyalty
Twitter: http://twitter.com/chainofloyalty
Google+: http://plus.google.com/+chainofloyalty
Instagram: http://instagram.com/chainofloyalty
SoundCloud: http://soundcloud.com/chainofloyalty

As you may have already figured out, the logo is actually “YKJL” which is the abbreviation of Young Kizzy & Jai Loyal. Since the logo is color independent it can take variety of forms and can be imprinted almost anywhere desired. This is why I always strive for creating logos that do not break when viewed in grayscale.

Before coming up with the final design, I spent a good amount of time looking for something different, yet something that goes with the Hip Hop culture. These are some of the sketches I created:

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After many small adjustments I decided to do something with the abbreviation. And finally the road ahead was clear and I got the one with which I can actually start working on.

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In the end, what matters is the extent to which your solution is anticipated positively. My clients loved their new logo and branding.

Signing off with a thought by Designer Charles Eames that’s quite relatable here:

“Art resides in the quality of doing, process is not magic.”

Until next time.