Today we're really, really excited to share the new Bad Timing Records, um, "brand." We're turning two years old this summer, and for a while now, we've been thinking we should refresh our logo to update things a bit. Here it is!
We view this as a refreshed take on our existing logo...keeping the hands pointed in the same direction, the text located where it was before, but modernizing the look a bit. We're also happy to have more of our identity incorporated into the logo with our founding year and locations present.
Here's the horizontal logo, which you'll find at the top of our site as well as on our record jacket spines from now on:
As you might guess from that...we're making "Timing Is Everything" a lot more present in our stuff from now on. We want to use it not only as a part of Bad Timing, but as its own thing. So, we made a whole other "logo" for Timing Is Everything -- you'll start seeing this on T-shirts and other things soon!
There's obviously several parts to that -- the pocket watch, the new Timing Is Everything scripty design, and a new BTR monogram down there at the bottom. We're excited to use this logo as a whole, as well as those two portions separately, in the future.
We hope you like these fancy new THINGS! Feel free to share your thoughts with us on Twitter if you want. If you're more interested into what went into these designs...we've got a short blog below from the graphic artist who handled them, Matt Delisle. Matt runs a design company called Cold Pizza Design Kitchen, and we highly recommend him as we work with him TONS -- in case you need someone to do a logo or album art for you.
Going into this, or any project really, the first step is always assessing the current situation. So in terms of refreshing the current logo, I considered where things were at for BTR. Having worked with Thomas and Zack since their first release, I had seen the company grow/gain a following and watched them start to develop. They hadn’t turned themselves into Nike by any means, but there was absolutely equity in the BTR brand. With that in mind, and after brainstorming with them a little, it seemed like just throwing out their current logo would be a total waste.
So we decided to streamline the current logo. For me, it started with simplifying the design elements of the original and trimming it down to the essentials. Basically, the original featured some circular action, type, clock hands, and color.
First, I cut down the original colors from four to three; I never like to use more than three colors in a logo design. Then I removed the extraneous circles, primarily the clock tick marks, and added some thinly weighted lines that I thought would help frame the important parts of the logo (i.e., the name and clock hands). I also felt this made the logo look more like a vinyl record than the original. Next, I simplified the clock hands to feel more in line with what was going on stylistically with the rest of the logo. The original type never blew my mind so I “updated” that as well. Ironically, when it all came together, the refresh almost felt “retro” to me, which was never the intention. That said, I believe all great logos have a “classic” look to them. Logos from 60 years ago still work today, but very rarely could logos from today have worked 60 years ago.
As for the Timing is Everything logo…this was in the works before the refresh, actually. Normally, I’d prefer to nail down the brand and then work on all ancillary design after the fact. But this got started, stopped, put on the back burner and then didn’t actually get finalized until we got the BTR logo where we wanted it to be.
The TIE logo needed to be a part of the overarching brand but it also really needed to feel like its own thing. So the design became a little more detailed, I developed a unique monogram featuring the BTR initials and a custom script for the “Timing Is Everything” mantra, and set them into a pocket watch—kind of like how a pocket watch gets engraved with those types of things. The idea was that all these elements could work on their own, but more importantly, worked best when all laid out together. The final product, in my mind, set out to do exactly what we wanted it to do. All of the elements feel neatly tucked into Bad Timing as a whole.