Press Play Records is a fictional vinyl store that specializes in both selling records and hosting private listening rooms where you can listen to the records in-store. Local and modern, this company wanted an authentic look with that welcomed new listeners. Some of the brand attributes that were worked out between me and my classmate, who was in charge of this fictional company, were “modern, open, welcoming, authentic, and creative.” The business wanted a minimalistic, dark-toned design for a vintage type of business, giving a modern twist to a classic business while keeping the vibe of the hobby type. They wanted to be an all-inclusive, trustworthy, welcoming environment where you aren’t judged for the music you like and buy. This fictional company was located in Madison, Wisconsin, this company is targeted towards men and women in their 20s-40s who are just entering the hobby of record collecting. It offers affordable prices as well as new records along with the old. The company wanted their store, staff, and brand to convey the feeling and aesthetic of the hobby rather than just be a record store. Hypothetical competition included small (real life) record companies in Madison that provide vinyl sales. However, these companies often have very outdated logos and websites and Press Play Records wanted a modern and applicable logo. The goal for this project was to create something modern, darkly colored, and fresh while retaining the feel of a record company and making the hypothetical client happy. This was to help create a starting brand for a newer company. To create something that stood out yet stood firm, the company needed a sturdy logo that also incorporated a logo inside of the main logo to create something meshed together. In addition, with the color scheme requested of the “client,” the red was a perfect highlight for the black and tan colors. All of these elements were combined to create a logo fit for a real-company brand.