Dirty Hit is an independent British record label that prizes creative freedom. The label encourages its acts to shun the status quo and pursue unpaved musical and visual paths. Artistic integrity is at the forefront of its pursuits. Its current logo is corporate and modern, a far cry from the heart of the brand. The logo redesign needed to be fresh, memorable, and a bit tongue-in-cheek.
The name ‘Dirty Hit’ is unique and offers many different ideas for visual exploration. What is a dirty hit? Is it an unexpected punch from an opposing fighter? Is it a raw, homemade amalgamation of sound that sparkles like a radio darling? Each of these concepts ventured down different roads of visual exploration. The solution needs to be irreverent and cool, but never generic. Through all the iterations, there was one thing missing – humor. There’s an element of absurdity in the paradox of the name ‘Dirty Hit,’ so why not push that as far as possible? Dirty Hit’s logo needs to say one thing: the songs by our artists are so good, they’ll knock you in the head with great force.
The outcome of the project is a logo that merges humor with edginess. Through this juxtaposition, the logo honors Dirty Hit’s love for indie artistry. The combination of the words 'dirty' and 'hit' lent itself to a unique, recognizable symbol that can be applied to merchandise and various other branded assets.