2-Tone Conceptual Rebrand

Rebranding 2-Tone? Even conceptually, you’re just asking for trouble…

Now wait. Before all of you “rude boys” and girls start screaming “SACRILEGE” and try to string me up by your skinny tie… Please, just hear me out.

Allow me first to say that I am a SUPER fan of all things 2-Tone. The music, the politics, the style, all of it. And allow me to ALSO say that the work of designers John “Teflon” Simms and David Storey on the original seminal brand and style of the 2-Tone label and its artists was hugely influential on me as a visual creative. It all carried a sense of punch, impact and humor that I still strive to bring to my work today. I was but a lad when the label was in full swing, but I had my years in suits and pork pie hats skanking in smoky clubs. I still regard it all as a brief high-water mark on popular culture.

It is only on these grounds that I offer this flight of fancy — a rebrand of the classic label. I’ve given a new mark and new style pieces to the brand here. I attempted to capture some of the basic essence of the spirit of 2-Tone, but have given it more of a pulled back sense of cool. This was a really wonderful opportunity to pay homage in my own way to the brand.

Annnnd, for the purists… YES… I do know that Dekker only recorded for Stiff Records in the 2-Tone era. I’m just playing here.

Shown Here: Identity, Promotional Style Elements and Detail

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Published by David Edward Johnson

A bit about me :: My name is David Johnson. I'm a senior creative with over 20 years of experience. I am currently serving as the Director of User Experience and Product Design at Inmar. Previously, I have served as the Global Digital Creative Director for Whole Foods Market, several agencies at the VP level and co-owned my own agency in New York for seven years. I love genre film, a full range of music, art, kung fu, TM, design, good food and a great joke. I'm based in Austin, Texas and addicted to BBQ.

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