Underground identity systems

Brutalist music branding fails when grain is used to hide weak structure. A melting wordmark still needs a grid. Circular copy still needs hierarchy.

For REM Records we built a system that can live on a photocopied flyer and a high-res sleeve. Same marks, different resolution — never a different personality.

The tagline does the positioning. The texture does the mood. Neither should try to do the other’s job.

Underground is an attitude about access and honesty, not an excuse to skip craft.