Mulatu Astatke
Category:
Music
Project Focus:
Brand Design
Bespoke Merchandise
Print Management
Category:
Music
Project Focus:
Brand Design
Bespoke Merchandise
Print Management
Category:
Music
Project Focus:
Brand Design
Bespoke Merchandise
Print Management
When the call came to reimagine a visual identity and merchandise for one of our musical heroes - the father of Ethio-jazz, Mulatu Astatke - we knew exactly how to deliver. Having listened to his records for many years, we honed in on the elegance and simple beauty in his music to create a new logotype that spoke to both his legacy as an artist and his experimentation as a musical visionary. We also got a bit playful with additional assets for his merchandise, featuring an off-kilter type mark, and a nod to his iconic vibraphone for some graphic pocket detail. We wrapped it all wrapped up in a classic monotone aesthetic, inspired by the album artwork for Afro-Latin Soul and Mulatu of Ethiopia. The merchandise we designed was premiered during Mulatu’s 2024 summer US Tour, where Mulatu played to sell-out crowds at venues such as the Hollywood Bowl and Sony Hall in New York City.
When the call came to reimagine a visual identity and merchandise for one of our musical heroes - the father of Ethio-jazz, Mulatu Astatke - we knew exactly how to deliver. Having listened to his records for many years, we honed in on the elegance and simple beauty in his music to create a new logotype that spoke to both his legacy as an artist and his experimentation as a musical visionary. We also got a bit playful with additional assets for his merchandise, featuring an off-kilter type mark, and a nod to his iconic vibraphone for some graphic pocket detail. We wrapped it all wrapped up in a classic monotone aesthetic, inspired by the album artwork for Afro-Latin Soul and Mulatu of Ethiopia. The merchandise we designed was premiered during Mulatu’s 2024 summer US Tour, where Mulatu played to sell-out crowds at venues such as the Hollywood Bowl and Sony Hall in New York City.
When the call came to reimagine a visual identity and merchandise for one of our musical heroes - the father of Ethio-jazz, Mulatu Astatke - we knew exactly how to deliver. Having listened to his records for many years, we honed in on the elegance and simple beauty in his music to create a new logotype that spoke to both his legacy as an artist and his experimentation as a musical visionary. We also got a bit playful with additional assets for his merchandise, featuring an off-kilter type mark, and a nod to his iconic vibraphone for some graphic pocket detail. We wrapped it all wrapped up in a classic monotone aesthetic, inspired by the album artwork for Afro-Latin Soul and Mulatu of Ethiopia. The merchandise we designed was premiered during Mulatu’s 2024 summer US Tour, where Mulatu played to sell-out crowds at venues such as the Hollywood Bowl and Sony Hall in New York City.
"Alex and his team are a true joy to work with. When first approaching we knew we were working with a tight deadline and a difficult request, however they remained professional, kind and helpful throughout the entire process, despite our changing parameters. We now know Reason For Being will always provide a dependable, authentic and communicative experience, as well as beautiful design work that is created with thoughtfulness and a thorough understanding of the brief. We would not hesitate to recommend them to others in the industry."
Heather Sheret, Label Manager - Strut
"Alex and his team are a true joy to work with. When first approaching we knew we were working with a tight deadline and a difficult request, however they remained professional, kind and helpful throughout the entire process, despite our changing parameters. We now know Reason For Being will always provide a dependable, authentic and communicative experience, as well as beautiful design work that is created with thoughtfulness and a thorough understanding of the brief. We would not hesitate to recommend them to others in the industry."
Heather Sheret, Label Manager - Strut
"Alex and his team are a true joy to work with. When first approaching we knew we were working with a tight deadline and a difficult request, however they remained professional, kind and helpful throughout the entire process, despite our changing parameters. We now know Reason For Being will always provide a dependable, authentic and communicative experience, as well as beautiful design work that is created with thoughtfulness and a thorough understanding of the brief. We would not hesitate to recommend them to others in the industry."
Heather Sheret, Label Manager - Strut
Credits:
Design & Art Direction by Reason For Being
Photography by Heather Sheret
With thanks to Mulatu Astatke and Quinton Scott
© Strut / K7 Music
Credits:
Design & Art Direction by Reason For Being
Photography by Heather Sheret
With thanks to Mulatu Astatke and Quinton Scott
© Strut / K7 Music
Credits:
Design & Art Direction by Reason For Being
Photography by Heather Sheret
With thanks to Mulatu Astatke and Quinton Scott
© Strut / K7 Music