Velvet Underground Modernist Music Catalogue
Catalog & Layout Design
Overview:
Design a catalog for the musical legends the Velvet Underground and a mid-century modern style.
Early/Mid-century Modern began in 1930s with often bold colors contrasts with blocks of white/neutral colors. I felt that the neutral colors with hint of vibrancy, minimalism lacking ornamentation, and asymmetry relates with the avant-garde and soft sound of the Velvet Underground. Complex ideas are funneled into simple forms.
With the complex and untraditional ideas of their music, and traditional instruments being used, this resonated well as a connection stylistically. This also embodies the hypnotic and repetitive sound that they produce.
Role: Visual Design
Art Direction: Rodd Whitney
Detail shot.
GOAL
Design a catalog for a musical legend in a style from a graphic design movement from the mid 19th century through the 1970s. Select a musician or musical group and visually relate them to a particular style of graphic design history that has a logical connection.
PROCESS
The Velvet Underground was an experimental rock band during the late 60s and I was focusing on their debut album. Their sound is very varied and soft, but also has very hypnotic tone to it. not loud or energetic. somewhat taboo and shock factor themes in their music.
Shapes and space are often wide and geometric and even aloof in structure. This usually contrasts with organic elements, such as noisy aged texture as well as light whimsical curvy lines. I wanted to explore different elements of pop-art and avant-garde movement which overlapped historically.
Worked to create blocks of text in rectangular horizontal shapes and anchor it in contrast with the whimsical shapes. Also varied the grid margins to make the type more blocky.
Also added more type size contrast.
Finally illustrated visual elements of the albums and imagery in the mid-century modern style.
