alexis.jeuffrain
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● Identity · Music

CTRL

Playful, but under control.

Identity for an underground electronic music studio in Shanghai, mixing arcade culture and electronic music into a system free to play while still reading as organised.

The CTRL logo in white pixels, extruded in perspective on black
Client
CTRL studio, Shanghai
Role
Identity
City
Shanghai
Deliverables
Identity, WeChat articles, blog, posters, flyers, T-shirts, VJing, illustration
Years
2018
Status
Delivered

From the place to the pixel

  1. 01The place

    The studio sits in a former air-raid shelter, under residential blocks from the 1950s and 60s. Its rooms line up like cubes placed side by side.

  2. 02The name

    Control, read against that layout of cubes: the starting point of the identity.

  3. 03The pixel

    A language taken from the first video game graphics: heavy pixels, visible cubes, the spirit of Pong, played at an oversized scale.

The mark

Drawn on a grid, cube by cube.

The logo on its construction grid, with the palette: black, white and yellow.
A black and white pattern made by repeating the logo.

The system

Numbers, pictograms, posters.

The article system was designed for WeChat, a format of its own on the Chinese market.

Pixel numerals from 0 to 9 on a grid, and a round sticker reading CTRL Sound Academy.
Posters, flyers, a pattern card and a business card on a yellow background.
Chinese type, a line illustration of the city, and the articles shown on phone screens.

In motion

The pixel, moving.

VJing: pixel animations on the screen above the booth.
The poster series, animated.

In the studio

A man at the studio entrance, the logo painted on the wall behind him.
A man wearing the T-shirt printed with the logo pattern.
A corner of the studio, the logo in black squares on the wall.