The Challenge: The existing logo was difficult to scale, hard to read at distance, and visually unbalanced despite its memorable clock character.

My Approach: a subtle refresh. We’re modernising the typography and tidying up the mark while keeping the brand’s nostalgic roots. The old logo remains a heritage badge and the new system is designed for both digital and physical environments.

Impact: A competitive brand identity applied across vinyl records, CDs, merchandise, tote bags and caps.