SUB POP
A hand-carved symbol set for a Seattle based record store.
Problem:
How to create a flexible set of symbols that could extend the brand’s visual language across merchandise, print and digital without losing the raw spirit that drives Sub Pop.
Solution:
A custom set of hand carved stamps inspired by the label’s grunge roots and DIY history.
Impact:
The system reinforces Sub Pop’s legacy through a fresh, contemporary visual language that celebrates its underground origins. The icons can be used modularly to create patterns, merchandise graphics, or interactive motion studies.
My Role:
Concept Development, Illustration, Brand System Design, Motion Design
Project Overview
Project Details
Music is more than sound. It’s energy, rebellion, and identity. Sub Pop has long embodied that spirit, shaping the raw voice of the Pacific Northwest and the independent music scene that grew from it.
This project reimagines how that energy could take visual form through a series of hand-drawn symbols and motion studies.The symbol set translates rhythm and distortion into bold, minimal marks.
As a designer drawn to storytelling through brand systems, I set out to capture the label’s character in a way that pays homage to Seattle’s creative pulse and the legacy of sound that continues to move it forward.
Process
Each symbol began as a pencil sketch, refined for clarity and balance. Once the drawings were finalized, I transferred them onto soft linoleum blocks and hand-carved each design using a fine gouge.
After carving, I rolled black ink onto the blocks with a brayer and made several test prints to adjust pressure and alignment. The textures that appeared naturally from the ink and carving became part of the design’s character.
When the prints dried, I scanned them at high resolution and cleaned them digitally while keeping their handmade quality intact. The final set was then vectorized and arranged into a cohesive system ready for print and motion.
I chose to represent the symbols in the same way Sub Pop exists; loudly! The rough textures, high contrast, and loud yellow background capture the raw energy and rebellious spirit of the label.
The Poster
These micro animations extend the Sub Pop symbol system into motion. The microphone was designed as a toggle and could be used to switch between mute and unmute.The radio acts as a loading animation.
Motion
Applications
